The Client

Kristen Veenstra Interiors is a Minnesota-based, full-service design studio focused on creating enriched living for the thoughtful home. Blending classic beauty with modern function, Kristen Veenstra forges considered living narratives that hold a sense of connection and permanence – ultimately creating spaces that inspire lasting impact for those who enter.

The Brief

Create a brand identity that reflects their enduring aesthetics, connective experience, and humble heart.

From their thoughtful approach in design to the quality materials used during execution, Kristen Veenstra Interiors creates with the goal of longevity – cultivating a sense of stability and intentionality.

Because Kristen and her clients value endurance in aesthetics and execution, it was important that we created a brand that felt established. We looked to classic textiles and interiors to bring in a traditional influence, which translated to decorative borders and pattern work to achieve a timeless, lasting feel.

When we initially met founder and lead designer, Kristen, we immediately took notice to her quiet confidence and subtle sophistication, from the way she carries herself to the spaces she creates.

To embody her self-proclaimed, “never flashy but always eye-catching” style, we created a highly recognizable yet elegantly uncomplicated modern monogram to act as their primary identifying icon. The simple lettering of ‘KVI’ on rotating orientations creates a delicate and equally iconic mark.

Kristen’s approach consists of a unique balance between classic foundations and modern touches – feeling refined and elevated while remaining understated, comfortable, and approachable.

To reflect her unique aesthetic, we created an artistic, sturdy word mark that feels subtle and original – holding the slightest big edge without seeming contrived. The word mark features strong uppercase lettering to create a sense of confidence and trust while the rounded detailing a sense of comfort. Dynamic shifts in the letters’ width creates an unexpected, fresh feel – a perfect blend of unique and memorable without being overdone.

Kristen Veenstra’s primary goal is to make people and their homes feel considered – telling the individual story of each client, making sure their values and priorities are recognized while making them feel like an important part of the process.

To pay homage to Kristen’s Canadian roots, we hand illustrated custom floral branches inspired by the Tiger Lily, Saskatchewan’s provincial floral emblem, which was also the favorite flower of her late grandmother, a master gardener. Subtly weaving this special personal connection of her past in her own brand reflects Kristen Veenstra’s goal to intentionally honor their client’s unique story and values in their spaces as well.

Kristen Veenstra believes an atmosphere holds power to influence the hearts and minds of those who enter. Which is why it is their mission is to create spaces that inspire lasting impact for those who experience it – to ultimately create a home that carries with you.

Our goal was to create beautiful visual narrative that evokes their warm and open spirit and style – making all feel instantly welcomed like the spaces and experience they deliver.