Kristin Rocha, hair stylist
Kristin Rocha is a freelance stylist in Chicago. She had been building her brand and was ready for a logo. In our conversations, Kristin playfully described her work as midcentury modern and boho chic. She pursues precision and clean lines, as well as texture and a human touch. With her brand, most of all Kristin wanted to evoke a sense of consistency and trust—not just in her work, but in her relationships with her clients.
Typographic exploration included modern sans-serifs and offbeat serifs, echoing Kristin’s aesthetics. After talking it over, we set the final mark in Kiona. Kiona’s geometry and even lines make it friendly and “midcentury,” while its emphasis on dramatic angles gives it a distinctive edge.
For the icon, I exaggerated Kiona’s incisive details, layered the letters, and extended their strokes to evoke fine, decisive movement—all qualities that Kristin brings to her styling.