I run a tiny bakery pop-up. Think cinnamon rolls, iced coffee, and long lines at the Irvine farmers market. I needed a real brand. Not just a cute logo. Something that works on a sign, a sticker, and Instagram. A friend at UCI told me about Michelle Chen, a local graphic designer in Irvine, CA. I reached out. She answered fast. Honestly, that matters. Browsing portfolios like Moon & Back Graphics beforehand also helped me sharpen my wish list.
The first chat (and a quick gut check)
We met at a coffee spot near Diamond Jamboree. She brought sketches. I brought a mess of ideas. She asked calm, clear questions—about tone, color, and what I want guests to feel. Warmth. Fresh. A tiny bit playful. I liked her right away. You know what? That gut check counts.
She sent a short note after: timeline, price, and what I’d get. No fluff. No mystery.
- Project: Mini brand kit + logo + two marketing pieces
- Time: About 3 weeks
- Cost: Mine came to $1,600 (brand kit) + $200 for a rush poster later
- Files: AI, EPS, SVG, PNG, PDF, plus a tiny style guide
What we made together
She gave me two logo directions. One with a hand-drawn roll icon. One with a simple wordmark.
I thought I wanted loud. I didn’t. We went simple, and somehow it stood out more. It was a good reminder that smart use of dead space often makes a design feel more confident—a principle I later dug into in “I Used Dead Space on Real Projects: Here’s What Worked and What Flopped.” For more proof, take a look at this case study on the use of negative space in design.
Real bits, not just talk:
- Colors: Deep teal (#2A9D8F), warm peach (#F4A261), cream (#FFF4E6)
- Fonts: Montserrat for headers, Playfair Display for a soft accent, and Inter for body text
- Logo: Main, stacked, and a tiny circle mark for stickers and a favicon
- Pattern: Thin swirl lines that hint at icing (cute, but not cheesy)
Choosing shades that complement each other wasn’t luck; it leaned on solid color theory—here’s an article detailing the importance of color theory in branding.
She built it in Adobe Illustrator and shared a Figma board for feedback. I could comment right on the art. That helped.
The process (fast, but not rushed)
Week 1: Mood board and keywords. She pulled snapshots from my world—baked tops, parchment paper edges, even the shine on glaze. It sounds silly, but it helped us see the vibe.
Week 2: Two concepts, each with a mini mockup. She showed the logo on a kraft bag, an Instagram tile, and a table banner. Seeing it “in the wild” made choices easy.
Week 3: Revisions and final files. Two rounds were enough. The second round fixed spacing (the “roll” letters needed breathing room). She also nudged the peach color a bit warmer so it printed clean.
Print notes she handled:
- CMYK files for print and RGB files for web
- 0.125" bleed for the banner (FedEx asked for that; she was ready)
- A Pantone callout for the peach (Pantone 1505 C was the closest match)
Real-world tests (this part made me smile)
- Farmers market banner: We used a matte 16pt stock so sun glare didn’t kill the colors. The teal held up. No muddy greens.
- Stickers: We tried 2" round with the circle mark. Ordered samples from Sticker Mule first. Saved me from a glossy finish I didn’t like.
- Instagram: She made 8 Canva templates. Drag, drop, done. I posted three in a row, and folks actually asked, “Did you rebrand?”
- Packaging: A simple label with the swirl pattern. When I packed rolls, it looked pro, not fussy.
Beyond public posts, I realized some of our most loyal customers want quick, private replies—think late-night “Are there any rolls left?” texts. To understand how brand visuals and conversational tone carry over to chat-centric platforms, I dug into this overview of sexting apps which, despite the spicy title, breaks down interface trends, media handling, and privacy features you can repurpose when crafting branded stickers, GIFs, or coupon codes that land neatly in any direct message.
While researching how other niche communities keep things both tasteful and intriguing, I noticed that lifestyle events often nail the balance between discretion and boldness; a prime example is the way meet-ups in Texas brand themselves. If you’re curious, swing by this guide to the Euless swingers community—you’ll find smart use of color, coded symbols, and invite-only event pages that can spark ideas for any brand needing to entice the right crowd without oversharing.
Small thing she did that I loved: a tiny leaf icon for fall menu posts. It felt seasonal without screaming “pumpkin spice.”
Communication and little details
We used email and one short Loom video she recorded to explain spacing and color. Clear and friendly. She sent a folder with clean names:
- Brand_Logo_Main.ai
- Brand_Logo_Stacked.svg
- Social_Templates_Canva.pdf
- Brand_Guide_6pg.pdf (hex codes, type rules, logo spacing)
Contract was through HelloSign. 30% deposit. Normal stuff. No drama.
A quick extra job: a tech meet-up poster
Two weeks later, a friend needed a poster for a small tech meet-up in Irvine. I asked Michelle if she had time. She squeezed in a one-pager, 11×17, for $200 rush. She built a clean grid, picked Inter Bold for the title, and added a QR code. Simple, readable, and it printed sharp at FedEx. I like when designers don’t overdo it. She didn’t.
What I liked (and where it could be better)
What I liked:
- She listens. Then she edits.
- Fast response, even when she’s booked.
- Real print care. CMYK, bleed, and paper talk made my life easier.
- Files were tidy. No hunting.
What could be better:
- She books up. If you need a full website next week, good luck.
- One early draft leaned pastel. Pretty, but too soft for me. She fixed it quick, though.
- She’s not a full web dev. She did adjust my Squarespace header, but for bigger builds, she hands off to a Webflow dev she knows.
If you plan to hire her, here’s what helped me
- Bring 3 brands you like and say why. Color? Mood? Simplicity?
- Ask for both CMYK and RGB files. You’ll need both.
- Print one test at FedEx before a big run. Cheaper than crying later.
- Get the source files. Not just PNGs. You’ll thank yourself.
Who she’s great for
- Small food brands and pop-ups
- Etsy shops that want to look grown-up
- Local events that need posters and social graphics
- Startups that need a neat brand kit, not a huge agency
Final take
I’d give Michelle a 4.8 out of 5. Clean work. Clear steps. Local care. I felt seen, not herded. And in a sea of loud design, our quiet mark somehow makes folks stop. That’s the goal, right?
Would I hire her again? Yes. In fact, I already did.
For the full behind-the-scenes case study, take a peek at “I Hired Michelle Chen in Irvine for Graphic Design. Here’s How It Went” on Moon & Back Graphics.
— Kayla Sox