The Devils Blog

The Devils in The Detail...  What we get up to behind the scenes, in the planning bunker and in the inspiration room of the world, as well as some of the work that's just too Devilish to go in the portfolio...

[ flights of fancy ]

Cuckoo clocks and branches...

About a year ago I was walking home from a day at the studio and found a box of discarded cuckoo clocks.  I have always been on the look out for a cuckoo clock that I could paint up and hang on my wall.  I had visions of single colour blocking the ornate clock to give it a modern twist.

Soon this idea evolved into a concept perfect for a jewellery shoot!  I ran it passed my friends in the know over at Facets PR and they thought it was a great idea too.

So I got in touch with Deborah Castles over at Hello Fashion Monthly and asked if I could come in and pitch a concept to her.  She too loved and it and soon it had been commissioned for the Jewellery special issue in November.  One page become three, three became a double page spread and two singles.

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The idea behind the concept is pretty self explanatory, but I loved the idea that the cuckoo had gathered delicious jewellery from the nearby tree and was flying them home to adorn her house.  The nearby tree was in fact a branch that my assistant Joy found in the park and spent a day lovingly preparing and painting.  It looks so effective doesn't it?

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We used these beautiful birds from a wall clock by Cox & Cox.  I loved the movement they created.  The papers we used for the back drops were from Farrow & Ball and Cole & Son.

Circling Swallows Clock

Circling Swallows Clock

Creating this shoot for Hello Fashion Monthly meant that we could call in extraordinary jewellery from the likes of Dior, De Beers, Chaumet, Lily Gabriella, which just helped make it look absolutely stunning.

Photography by Todd Sutherland

And here it is in print...  It is always such a treat to hold your shoot in your hands...

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[ new branding ]

My new branding...

In 2015 I decided that it was time for a make over and that I couldn't do that on my own.  It was after a period of excessive Pinterest use that I realised that I was inadvertently falling in love with the work of one very talented woman.  I looked her up and got in touch, and to my delight she agreed to work with me on my rebrand.

Here are just a few of her creations that I fell in love with.

Here are just a few of her creations that I fell in love with.

Corina Nika, brand name Cocorrina, is a beautiful person, full of positivity and inspirational messages.  She lives in Kefalonia living the life we Londoners dream of.  Just take a look at her instagram feed for ideas on where you should be going on holiday next or even emigrating to! 

I mean, just look!  And this isn't the half of it.  Corina's whole feed is luscious blues of the sea and the sky.  She might not know it yet, but I'm going to come visit her one day...

I mean, just look!  And this isn't the half of it.  Corina's whole feed is luscious blues of the sea and the sky.  She might not know it yet, but I'm going to come visit her one day...

Once I'd finished drooling over her photography, work and lifestyle.... we set out to work.  Corina gave me a questionnaire to fill in to get to know me a bit better and what might work for me.  She asked about my work and how I got into it.  She asked about my brand and my branding preferences.  But what I loved particularly is that she also asked me questions such as; If I were an animal what would I be...  Here are my answers to her questions.

If I were an animal I would be... A Heron”
”If I were a colour I would be... Blush Pink”
”If I were a word I would be... Tea”
”I used to... get stressed, now I do work that I love”
”I would rather live close to... My Family & Friends”
”Watching the sunset I think... What an amazing day. Thank you. Here’s to tomorrow!

Next up Corina asked me to put together a moodboard of what inspired me.  This was great fun.  I used a combination of random images and some branding that resonated with me.


From there Corina put together a brand identity design.  This contained colour pallet and key words.  I cannot begin to tell you how luxurious and pampering this whole experience felt.  I was receiving a pack from Corina with CLIENT : Laura Sawyer written on the front.  Me!  I was the client...  Just lovely.  The words that she was using to describe the brand and therefore my style did wonders for my confidence and understanding of my own style and styling personality.


What stands out in the Laura Sawyer brand, is the essence of fashion, humour, space and a little bit of wittiness.
The general brand style, would feel airy, modern, feminine and fun. Number #3 on the moodboard, shows a little bit of fun and wittiness in the design.

One we'd both agreed on the themes of the branding; colour, personality, feel.  Corina set out to come up with my new logo.  A big influence here was my handwriting which is quite identifiable, and I was really keen to make use of Corina's handlettering skills.

The English language is such a funny one isn't it?  I remember learning this phrase when I was learning to type and I could never get an emotional connection with it.  Of course I understand that it's only purpose is to have all the letters of the alphabet in it, and isn't there to trigger emotion... but still, I'd have liked it better if it had a flower in there or two...

The English language is such a funny one isn't it?  I remember learning this phrase when I was learning to type and I could never get an emotional connection with it.  Of course I understand that it's only purpose is to have all the letters of the alphabet in it, and isn't there to trigger emotion... but still, I'd have liked it better if it had a flower in there or two...

From here she created my lovely new Laura Sawyer lettering, THE DETAIL and went on to start creating my secondary logo, which you can see at the bottom of the page.  Lastly she went away and created me two bespoke graphics for me to use in my branding.  Here's the finished project.  I am so proud of it, and absolutely loved working with Corina.  I hope that our paths cross again very soon.  Meanwhile... keep one eye open, I might just be tapping you on the shoulder in Kefalonia some time soon...!

Designed by Cocorrina Corina Nica

Designed by Cocorrina Corina Nica