Idieh Design

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Happy Halloween! | 2014

HAPPY HALLOWEEN to you all! I’ll be casting spells on all the evil doers tonight. How about you?

I challenge you all to eat more candy than you should…and then eat some more.

I’ll leave you with this year’s annual Halloween card. BOO!


It reads:

“I am not afraid.”

“Then come out.”

“Then YOU’LL be afraid.”



Love this look? Go check out the makeup tutorial here.



Halloween Makeup & Costume | Maleficent

If you don’t know, now you know…I absolutely LOVE Halloween. I’ve dressed up since I can remember and that will probably never change. (I also usually end up making some portion of my costume and this year it was that crazy headpiece. WOAH. Talk about some work.)

Last year I had this idea to create a Halloween costume that focused mostly on makeup (with a few details in the costume). I reached out to a few fellow industry rockstars and asked if they would be onboard to create a “how-to” for the makeup application. They were totally game and it was more than a success. I then quickly decided I wanted to send a Halloween card out to my network of friends, family, friendors and clients to make the most of the collaboration and it was a HUGE hit!

That’s where it all began. I decided every year that this would be my thing. Instead of sending out your expected holiday or New Year’s card, I would wish everyone a Happy Halloween. So, without further ado, I present to you this year’s Halloween creation…Maleficent.

(The card will be debuting tomorrow on the blog!)


Interested in executing this look for your own unique Maleficent costume? Follow these steps and you’ll be well on your way!

Apply an eye primer all over the eye lid, the inner eye, up to the brow bone, in the bottom water line as well as underneath the bottom lashes. Take a highlighting eyeshadow and apply it all over the eye lid, tear duct, the inner bottom of the eye line, and right under the arch of the brow. Then apply your first contour color in the crease.

Use a black eye liner and an angled liner brush to blend a smudged line all on the top lash line. Start thin on the inner eye and make it fuller towards the outer corner. Once the liner is on, grab your two dark eye shadows and with a blending brush, start applying the dark shadow to the outer eyelid and rock it in the crease.

Apply mascara to top lashes and apply black eyeliner to the bottom outer corner of the eye. Apply the lash using your fingers or a pair of tweezers. Start on the outer corner of the eye and work your way in. Once the lash is on, let it set and cover the band with another layer of black liner.

Bold brow time! Maleficent’s brows are strong, defined, and dark so don’t be shy with your application. Start at the base of the brow and draw a strong line up to the arch. Grab more eyeshadow and start filling in the body of the brow up to the arch. The tail of the brow should be thin and diffused. Add shadow until your brow is dark enough!

Now for the fair Maleficent complexion. Use the smallest amount of white cream color from Ben Nye mixed with MAC’s Prolongwear concealer in NW15 to achieve this look. The skin just needs to look fair and porcelain, not ghostly. Set the foundation with a setting powder and contour the cheeks heavily if you aren’t using prosthetics for the cheek bones (that would be fun, too!). Add the softest flush to the apples of the cheeks with a hint of blush.

LAST STEP…and my favorite. Red lips! Use an eye primer all over the lip to cancel the natural lip color and to help hold the red lipstick on. Use a complimentary lip pencil to outline the lip then continue to fill in the rest of the lip with the pencil. Top off the lips with a bold red lipstick such as MAC’s Ruby Woo lipstick and finish it off with a gloss.






Make sure to tag @idiehdesign on Instragram and use hashtag #idiehHalloween if you decide to rock this look. I would LOVE to see your creation!

This amazingness made possible by:

Go check out their work! They are talented beyond words.

Headpiece by myself. 


A Few Fun Facts about Me | WIPA Member Highlight

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WIPA. What the heck is that? WIPA stands for Wedding Industry Professionals Association and the organization is comprised of the best of the best wedding professionals across the country. Chapters are forming all across the States and Phoenix’s Chapter just recently became the second official chapter in the nation. I’m honored to say I’ve been a member since it’s inception in September 2011. I was recently featured in the WIPA Phoenix Member Highlight Series. It was so fun answering all their thoughtful question, so, I thought it would be “super dope” to share the answers with all of you, too!

Valerie, of Creative Occasions wrote the sweetest intro that I might just need to use myself for future introductions. (Much love, Val!)

Bright, Bold & Current describe this week’s highlight, this fabulous lady is as sweet as her addiction to candy is! Heidi Bartlett, Owner & Creative Director of idieh design is your go-to for all things Branding & Design. Whether your looking for insight on how to update your company image or need stationery to get organized, her services range from Wedding to Personal, and everything in-between. Although the list could go on and on, here are just a few reasons why we love her: 

  1. she empowers those around her (what’s not to love about that?) 
  2. she is ALL kinds of creative, and her designs whether its for stationery or for branding, are as unique as her clients 
  3. she has an amazing sense of style and you can always find her in an outfit that matches her bright personality

Why did you join WIPA?
I was fortunate enough to be chosen as one of the few to participate in the initial WIPA Phoenix “focus group.” Once I attended that meeting, I quickly realized I was among the best of the best, the most respected, experienced, and involved wedding professionals in the Valley and I would be crazy to not jump right in! I joined WIPA on the spot at the end of that meeting and haven’t looked back since. I also love that there is such a HUGE emphasis on education in this organization which I feel is crucial when you are consistently looking to build your brand, company and expertise.

What makes your Brand (company) stand above the rest?
Hmmm…maybe the fact that I’m super rad?! Okay, but really, I pride myself on the fact that you get what you see. The real deal, no BS, tell-it-as-I-see-it brand expert guidance & advice. I wear my heart on my sleeve (figuratively and literally). I have a degree in graphic design and have had the pleasure of working for top dogs such as Procter & Gamble, but my real passion lies in helping small businesses take their brand to the next level through the development of compelling & cohesive brands, rather that be your visual identity, marketing collateral, all the way down to your online website presence.

What are you currently reading?
In the Woods, by Tana French. I’m always WAY DOWN for a thriller and this book is just that. You say you love you some thriller action, too? I recommend Gone Girl, Dark Places, & Sharp Objects, all by Gillian Flynn. Run now and buy them all. So, so dark, yet so, so good.

What is your bliss?
Candy, candy, and more candy. Halloween. Fashion. HP (a.k.a Harry Potter). My two furbabies, Trey & Jax. Usher (I mean, could you really deny a man with those types of singing skills & dance moves?!). Last, but not least, shakin’ it like a Polaroid whenever the opportunity arises.

How do you balance your work and personal life?
I laugh in the face of balance. Pffssh. Who needs balance? That would make life SUPER boring…but I’m pretty sure my stress ulcers would gladly welcome it. (Sorry, ulcers. You lose. Or maybe you…win? Hmmm.)

What is one thing people don’t know about you, that they should?
I had to ask the boyfriend about this one. His quick response: “You can be the girliest of girls at one moment, and in the next you are sitting in front of the TV screaming your head off during a sporting event.” Let me translate this for you all: this is what won him over, folks. (Insert evil laugh.) Not to mention, I’m known to kick some serious ass in Fantasy Football (when I find the time to play).


Photo by Amy & Jordan Photography

It’s So Hard To Say Goodbye…


(cue Boyz II Men) to our current brand.

Are you ready for a new brand, but scared of the change?

Worried you will leave your followers hanging and feeling left behind? Do you fear they won’t recognize the new you? What if they don’t like the new look?! Hell, what if you discover something NEW about yourself? {Blasphemy!}

Discovering & recognizing your brand is HARD WORK. It’s self-discovery. It’s deep-diving. It’s soul searching. It’s exhausting.

Therefore, as humans, we retract to…

“What if we create a logo similar to what I currently have but with different fonts? What if we just changed the colors? That could help a lot, right?!”

“I’m worried to stray too far from my current brand. Don’t I have to carry SOMETHING over from my current brand into my new brand?!” (sheer panic sets in)

I get it. Your company is your baby. You grow up with it. You love it. You nurture it. And, now, I’m asking you to toss it in the trash and start fresh. While this comes easy to some, many small business entrepreneurs find it extremely hard to push themselves outside their comfort zone and open their heart to new beginnings. It’s change. It’s risk. It’s the unknown. Like I said, I get it.

Instead of telling you if you should start from scratch, kicking your current brand to the curb or if you should build, tweak, and refine upon your current brand, I’m going to give you a task and have you decide. Believe me, you’ve got this! {Go on, keep reading…}

Ask yourself the following THREE questions:

I’m confident that after you answer these questions you will have a better grasp of if you need a rebrand or a brand refinement. Good luck!

1.How does your brand make YOU feel? Does it resonate with you? Is it genuine? Does your brand scream {insert your name here}? Make note of what FEELS right and what feels wrong.

2. Is your brand communicating a clear message and reaching your audience or is it trying to say EVERYTHING EVERYWHERE, leaving your audience confused and your brand undefined?

3. Personify your brand. Is it conservative or progressive? Thrifty or affluent? Dynamic or stable? Stylish or plain and practical? Write down 3 adjectives that describe your current brand’s personality. Now list the 3 adjectives of who your brand REALLY is. Do the two lists match?

So, what’s your conclusion? Share your discoveries below or share them privately with me via I would love to hear if this activity helped!


My brand is my logo, right? WRONG.


Brand. Branding. Rebrand. What does it all mean?! Do you immediately develop hives just thinking about it? Well, I’m here to hopefully ease your anxiety. Let’s start with the basics.

A brand is NOT just a logo.

It is so much more than that.

There is a wide range of elements that combine to create your brand: your name, tagline, logo, colors, patterns, a tone of voice, maybe even a sound or smell. Your brand isn’t only visual, it’s emotional, it’s physical, and I’ll even go to say it’s spiritual.

Your brand is the way someone feels when encountering your business.

What emotion does your business evoke? What do people yearn for when they encounter your business? Who does it make them think of? What memories does it recall? What set of values and perceptions does it instill? This is your brand. It is the story you tell to, in return, make a person feel and react in some shape or form. Can we all agree it’s well beyond just a logo?

All touch points of your brand – from the initial consultation down to your voicemail – should evoke, instill, and reiterate what your business stands for.

What is one thing you do to instill your brand when interacting with a client? Share below in the comments and let’s learn from one another! 


Cue the cocktails & candy…


Cue the cocktails and candy, ’cause this girl needs both…STAT.

ARE YOU READY FOR THIS? (Because I’m not sure I am. Eek!)

Writing this is so surreal. My last day at the daytime gig was YESTERDAY. Yep, that’s right. I’m a FULL-TIME business owner…starting today.

I don’t have to figure out if today I’m going into the day job office or my own office. I don’t have to figure out how I’m going to get this, this, and that done tomorrow for idieh design when I have to work at the day gig from 9-5. No more juggling of my time between 50 million projects when many of those were coming from the corporate world.

You guys!! I said “later tator” to the role of Senior Graphic Designer at a place I’ve worked at for over 5 1/2 years and today is my first day of ONLY owning idieh design. (I might have to keep on repeating this to make it sink in.) Can you believe it? Obviously, you know my answer.

When I started this little idieh (no pun intended) in my hometown of Shelbyville, Indiana, just a few short weeks after graduating from college, yes, my ultimate goal was to one day make this the only career that fueled my heart, but I never could really envision it. It seemed WAY too far away. Out of reach. Untouchable. I accepted it as my way to satisfy my hunger of being creative, helping others, and fulfilling my thirst to create my own destiny.

Since that time, I’ve went through a few rough times (divorce, crappy relationships, feeling lost, to just downright ready to give up) that many times left me wondering if this was all worth it. Thankfully, it’s in my blood to persevere. Giving up was never really an option no matter how many times I considered it. I dealt with these hardships by throwing myself into my business. If I had a crappy day, I would jump into my work and forget about what was happening around me.

It was an escape. Something I couldn’t let die and absolutely didn’t even have a clue of how to ever give it up. Therefore, I didn’t.

I have now had my company, idieh design, for over 7 years and I’m proud to say it’s been extremely rewarding to see it continually grow, evolve, and develop while I have done the same. I’ve never been more stoked about my brand that represents me 110%. I’m feeling super confident in the direction my business is going, and I am super, super, like SUPER excited to start this next chapter of my professional career.

While I’m terrified as ever, I’m also elated beyond words. NOW is the time. This is what I’ve been working towards all these years. It’s time to sink or swim, friends. (And, well, I did go to High School State swimming finals. Just sayin’.)

Here’s to kicking ass and taking names. Thank you all for your support & love! This day wouldn’t be possible without you.

What accomplishments have you achieved recently? Share in the comments below or send your personal stories to me at I would love to hear your inspiring stories!


Phoenix, Scottsdale, and Nationwide Graphic Design Studio || Creating Compelling Brands for Creative Small Businesses & Weddings || Logos, Websites, Stationery, Packaging, Marketing, Wedding Invitations