Brand Workshop visual build · Wren Hollis (demonstration artist)

Wren Hollis is not a real person. Well Made Plays invented this artist so we can show a complete deliverable at full size, with nothing blurred out, without putting a real client's career on the internet. The structure, the depth and the level of detail are exactly what you would receive. The name, the songs, the venues and the numbers are made up.

The Brand Bible decides what the project looks like. This makes it. Nothing here is a new decision: the palette, the two typefaces and the composition rule all come from that document unchanged, which is the point of doing them in this order. What changes is that a printer, a merch supplier and whoever is posting on a Tuesday now have files instead of instructions.

What these mockups are, and are not

Every image below is drawn, not photographed. A tee is a flat template showing the print at its real proportion on the garment, not a photograph of a shirt on a person. That is deliberate: a photorealistic product shot suggests a sample exists, and it does not until you order one. When you print, these are the files that go to the supplier and the proportions are the ones you approved.

01Wordmark

One primary, set in Fraunces at the display optical size, with the surname italic so the two words separate without a rule between them. It is typographic rather than drawn, which means it stays legible at a tee-back size and at a favicon size, and it can be reset in a new weight without redrawing anything.

Wren Hollis

Songs for the long road home

Primary lockup, on Asphalt. The rule sits at cap height of the tagline, never closer.

Wren Hollis

Songs for the long road home

The same lockup inverted onto Caliche, for anything printed on light stock.

Secondary lockups

Wren
Hollis

Stacked · square crops

Wren Hollis

One line · headers, footers

Monogram · profile pictures

Sigil · stamps, endpapers

The monogram shares a stem between the W and the H. The sigil is the two-lane road from the Brand Bible's world section, and it is the only mark that works with no type next to it.

02Palette, as built

Unchanged from the Brand Bible, and the reason this step comes second. Every mark, template and print file above and below uses only these seven.

Asphalt#1B1814Shadow
Mesquite#4F4A38Brush
Caliche#D9CDB2Road
Faded Denim#67788AWorkday
Tailgate Rust#9C4F2CWear
Dash Amber#B08840Last light
Brake Light#7D2E22Signal

Which pairs are legible, measured

Seven colours make forty-two possible text-on-ground pairs and most of them do not work. These are the ones checked against the standard a screen reader, a phone in daylight and an accessibility audit all use. The pairings in every specimen on this page come from this table, which is why the surname is amber on dark rather than rust.

Ground	Safe at any size	Headline size only	Never as text
Asphalt	Caliche `11.2`, Dash Amber `5.4`	Faded Denim `3.9`, Tailgate Rust `3.0`	Mesquite `2.0`, Brake Light `1.9`
Caliche	Asphalt `11.2`, Brake Light `5.8`, Mesquite `5.6`	Tailgate Rust `3.7`	Faded Denim `2.9`, Dash Amber `2.1`

Print is more forgiving than a screen and none of this stops you using a pair on a poster. It matters on anything anyone reads on a phone, which now includes most of where your name appears.

03Social templates

Two, because two is what actually gets used. An announcement frame for a date and a quote frame for a line, both square, both editable in whatever you already have open. The rule underneath them is the Brand Bible's: one warm colour per image, and the type does the work.

New single

County Line

Out 9 October

Announcement · release, show, or date

Press

Six songs and not one wasted verse.

Longneck Radio Hour

Quote · press line or lyric

Residency

The Tin Lantern

Second Thursday · East Austin

Announcement, dark, recurring show

Three fills of two templates. The eyebrow, the line and the footer are the only fields that change.

04Merch mockups

Print-ready artwork at the proportion it sits on the garment. Wren screen-prints at the shop after hours, so every one of these is one or two colours on a single ground, which is what keeps the unit cost at the figure in the ledger.

Tee, frontOne colour plus rust. 25 units at $8.40 each at the shop.

ToteSigil only, no type. The one item that works with no name on it.

Show posterRisograph-ready, two colours. Date and venue are the only fields that change.

05The asset kit

What actually lands in the folder. Vector for anything that gets resized, raster for anything that gets uploaded, and one file per thing rather than a layered source nobody can open.

File	Format	Where it goes
Wordmark, primary	`svg` + `png` at 3000px	Anything at any size. The SVG is the master
Wordmark, inverted	`svg` + `png`	Light stock, pale artwork
Wordmark, one line and stacked	`svg`	Headers, square crops
Monogram	`svg` + `png` at 1000px square	Profile pictures, favicon, stamps
Sigil	`svg` + `png`	Endpapers, merch, anywhere the name is already present
Social templates	Editable file plus `png` examples	Whatever you post from
Merch artwork	`svg` at print size, 300dpi `png`	Straight to the supplier
Palette	`ase` swatch file plus a hex list	Loads into design tools; the hex list is for anyone else
Fonts	The two licences and the download links	Both are open licence and free to embed
Usage sheet	One page	What follows below, printed

06The rules that come with it

One page, sent to anyone who touches the artwork. Short enough to be read.

Clear space is the height of the W.On every side, on every lockup. Nothing sits inside it, including a photo edge.
The surname is always italic and always the warm colour.Dash Amber on dark, Brake Light on light. This is the only thing separating the two words and it does not get dropped to save a colour.
Tailgate Rust is a fill, not a text colour.It is the rust in the sigil, the road lines on the poster, and the second colour on the tee. On Asphalt it reads at 3:1, which is legible at poster size and not at caption size, so it never carries small type.
One warm colour per image.From the Brand Bible's composition rule. Rust or amber or brake light, never two together.
Do not stretch, outline, add a shadow, or set the wordmark in a different typeface.If a size is not working, use the stacked lockup rather than condensing the primary.
Minimum size for the primary lockup is 24mm wide in print.Below that the tagline drops out and the stacked lockup takes over.
The sigil never appears with the wordmark in the same frame.They do the same job. Together they read as two logos.

Well Made Plays

This is a real deliverable, built at full size for a demonstration artist. Yours is built from your own catalog, numbers, and plans.

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