THE BRAND IDENITY FOR
Heartlines
Heartlines was born from something deeply human: the realization that not everyone finds it easy to put love into words. Whether it’s the weight of the moment, the pressure to be poetic, or simply the struggle of expressing emotion, writing custom vows can feel overwhelming for many couples. This idea stuck with me. I imagined my own wedding one day, excited to craft vows from the heart, but also knowing my partner might find that process much more difficult. That gap between deep feeling and clear expression. that’s where Heartlines found its purpose.
Although this is a passion project rather than a full-fledged business, the meaning behind it is real. I envisioned a studio that would gently guide individuals through the vulnerable, beautiful process of vow writing, helping them translate their emotions into words that feel personal, genuine, and lasting. A place where language meets love, and where even the most reserved hearts can find their voice.
More than just a writing service, Heartlines was also created to preserve those words in tangible, timeless ways. Whether pressed into linen-bound keepsakes or printed on delicate handmade paper, the vows become heirlooms, capturing the essence of a moment that deserves to live on long after it's spoken.
THE INSPIRATION
THE DESIGN PROCESS
From the beginning, I knew Heartlines had to feel like a love letter in itself, something deeply personal, handwritten, and treasured for years to come. The kind of brand that felt like it was pressed between the pages of a favorite novel or tucked into a keepsake box. To bring that vision to life, I started where all great letters begin: with pen and paper. I filled my sketchbook with delicate illustrations, birds in flight, envelopes sealed with care, an old locket, and early explorations of a poetic “H” monogram. The birds, in particular, became symbolic storytellers, as if they were delivering the vows themselves, words carried on wings.
The visual identity was built to reflect the emotional depth of the brand. A soft, dreamy color palette gave the design a romantic tone, while delicate textures like handmade paper, lace edging, and wax seals were chosen to mirror the intimacy and care that goes into custom vow writing. Every element was intentionally selected to evoke elegance, tenderness, and timeless beauty.
At its heart, Heartlines is about trust, about helping someone express the inexpressible. I wanted the brand to feel not only romantic but also deeply thoughtful. Because when someone is handing over their most personal feelings to be shaped into lasting words, they deserve to feel heard, seen, and honored. That belief guided every detail of the design process, ensuring Heartlines would feel like a safe, sacred space where love stories could be written into history.
