CHAPTERS: Three collections in one, created for three distinct memory keepers: the planner, the scrapbooker, and the journaler. As the senior designer for this collection, it took me the better part of the year from the conception of the three personas to its debut at the 2020 Creativation trade show in mid-January, but it's been the most rewarding collection I've designed. Each persona had an album, twelve patterned papers, three journaling inserts, and a variety of stickers, tags, and other accessories. Each look had to be distinct yet cohesive so memory keepers could mix and match products. The Planner's look is bright and happy-go-lucky; the Scrapbooker is feminine and soft, and the Journaler is vintage and textural.

The top row of images above is from the Planner persona. Some of the icons—like the rainbows—were created with brushes in Photoshop, but most icons and patterns were painted with real watercolors, scanned in, and color adjusted. The planner's calendar and grid pages were designed knowing that this customer combines her planning with memory keeping, so more space is left for her creativity.

The bottom row shows a few samples of the Scrapbooker and Journaler personas. The Scrapbooker products have softer colors and more texture. I used acrylic paint for many of the icons and patterns. The Journaler is last, with even more layered textures and distressing for a vintage, well-traveled feel.