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© Susan Hardjono

The Lucy Chase Project

Branding and Visual Identity

Launched 2012

This visual diary of thoughtfully curated wedding imagery and romantic daydreaming is the research project of Aleisha McNiece's pseudonym, Lucy Chase.


A visual identity was developed and branded style created for each post.


The brushed gold texture within a roughly cut gemstone is a reference taken from the Lucy Chase bio, "I write as your overly enthusiastic bridesmaid who amongst all the overwhelming pastel frills of the wedding industry pulls out the gems just for you".