Creatives tend to find each other (excuse the pun) and when they do, big ideas come to live. That’s exactly what happened when a friend—John Horan, came to me with his idea to create a planner that helps nourish people’s passions. This project needed a logo and cover design which I was eager and excited to create for him.

The planner was named ‘Tend’ as it reveals how if you regularly nurture your passions they can grow—like tending to a garden. With this in mind, the planner needed to feel organic, organised and engaging. The logo itself we agreed needed to be kept clean and timeless so we landed on this serif font with subtle additions to give the appearance of growth. For this first edition of the planner cover I decided to play off the ‘Fibonacci sequence’—a formula that naturally occurs in nature as it’s intriguing and illustrates exponential growth.