When The Unexpected Shape approached me after selecting the Cressida Semi-Custom Brand, the goal was clear: to create a brand identity that mirrored the depth, creativity, and quiet refinement of a writing academy built for thinkers and storytellers. Led by Esmé Weijun Wang, The Unexpected Shape Writing Academy helps creatives live, write, and work with intention. The design direction needed to balance timeless literary charm with a touch of modern editorial elegance.
Through the Cressida framework, we shaped a brand identity that feels classic yet fresh—drawing on vintage inspiration while keeping it accessible and clear for digital and print platforms. Peek at all my past work HERE.
The Brand Used
The Brand Design Process
Semi-custom branding offers the best mix of structure and personalization. With Cressida, Esmé gained a strong base through logos, fonts, and design elements, while we customized specific features to align with her refined, writerly aesthetic.
The brand uses a blend of typewriter-inspired serif fonts, handwritten script accents, and gentle color tones that echo the textures of old paper and soft light filtering through a library window. Each design detail was chosen to feel calm, confident, and distinctly her—reflecting her brand’s focus on artistry and mastery.
The Design Details
For The Unexpected Shape, we highlighted delicate floral illustrations, archival patterns, and subtle embossing textures that bring the brand to life across both physical and digital touchpoints. From the monogram and letterhead to social graphics and course materials, the result is cohesive and poetic—a nod to classic publishing design while remaining deeply personal.
Each piece, from stationery to digital templates, was crafted to feel like it belonged on a writer’s desk. The final brand communicates warmth, intelligence, and timeless creativity—perfect for a business that celebrates the written word.
The Inspiration
The Unexpected Shape’s Cressida Semi-Custom Brand Identity
Even within a semi-custom framework, a thoughtful brand design process ensures the outcome feels intentional and elevated. For The Unexpected Shape, every adjustment—font pairing, color nuance, and mark placement—was made to serve the larger story. The result is a literary-minded brand identity that feels both artful and strategic, made to inspire the next generation of writers and creators.
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