OBHD (Oli Bell’s Hyperfixation & Delight) is a newsletter where Oli leans all the way into her ADHD tendencies and lovingly over-research everything from soaps and stationery to hotels and hot sauces. Every issue is a Top 10-ish list of things she got way too obsessed with so you don’t have to spend 6 hours comparing gel pens or reading 54 google reviews. 

TL;DR: This is for curious, chaotic minds who love a good deep dive, a better recommendation, and the kind of oddly specific insight you won’t get from Wirecutter.

I created the brand identity and system specifically for Oli, a non-designer but a talented painter/illustrator, to empower her to create her own newsletter and social content with ease and consistency. The imperfect logo, hand-drawn typefaces and doodle-style illustrations form a visual identity that feels personal and intimate, evoking a sense of exclusivity and intrigue that encourages newsletter subscriptions.

obhd.substack.com         @obhdtmi

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CORE DESIGN SYSTEM

1. Hand-drawn typefaces used for logo, headlines and sub-heads
2. Doodle-style illustration
   
3. Scalable bullet journal background

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RESULTS

• Scaled for newsletter and social content
• Repurposed easily and consistently by a non-designer (Oli)
• Developed a handcrafted and personal brand identity that reflects authenticity and individuality