Urban Mast Design

Casual afternoon tea ☕️🥂

lil preview of a fun brand were cooking up for 👀

Thanks for the feature!

Photos:

•HRSE MAISON•

A conceptual project that celebrates creativity, collaboration, and craft. Grateful to have worked alongside such talented local women to bring this vision to life. 🖤

Photo & Creative:
Floral:
Wardrobe & Styling: .mae
Hair:
Makeup:
BTS & Social:
Models: .austreng .grotewold
Venue:

Are you as obsessed with Basic B*tch as we are?!

We hoped so 🍸💋

Lexie, Tana, and I loved working together, and in all honesty, the reason we did it was for YOU. That might sound completely cliche, but it’s true.

As creatives, we love working with cool people doing cool sh*t. All three of us share the same problem: Our clients need GOOD brand photography, branding, and social media marketing, but they all were experiencing decision fatigue…

“Well, my friend from high school used this person.”

“My boyfriend’s mom said this person was good.”

“I met this person IRL, but they’re not really my vibe.”

“Do you recommend anyone?”

There are SO many talented people stuck in the rut of doing it yourself. We’re here to take that weight off of you.

Basic B*tch was more than just a fun creative project. It was a way to showcase the three of us working together for YOU.

Introducing…

🎀CREME DE LA CREME🎀
A package working with , , and . I will handle your branding, Lexie will handle your brand photography, and Tana will handle your social media marketing. It’s a one-stop shop for a strategic + aesthetic business.

We are so excited to share this with you!

Head to my stories to learn more about our Creme de la Creme Package or send me a DM!

And if you’re ready to book, click the link in my bio to inquire. There will be limited number of spots to work with us, so book your spot now! 🖤

🍸 B R A N D  R E V E A L 🍸

Eat at Le B*tch, Chicago’s sexiest + newest restaurant, Basic B*itch.

She’s cheeky, she’s coveted, she’s basic in the classiest way 💄

Her menu is inspired by simple food done f*cking well, but she’s so much more than that. She’s a vibe, she’s an energy, she’s the place everyone wants to be at. She may not be for your grandma but that’s ok, it’s not for everyone and we like it that way. 

Basic B*tch was a project I started in 2022 as a way to showcase the design range of Urban Mast. Once the restaurant concept was dreamed up, I started by diving deep into the brand strategy—outlining the brand values, audience values, competition, brand voice and brand messaging. Defining these are key in my process to bringing the best brand for your biz to life. Basic B*tch 

Fast forward to this year…teaming up with two other kick ass creatives to expand Basic B*tch. What started as a solo project evolved into something so iconic. And that, my friends is why working with a curated team of people can make allll the difference in getting you noticed by the right people. LK, TS, UM are ready to help build a brand and a business that people are obsessed with.

We may or may not be offering a package for branding, photography and social media so stay tuned to be one of the lucky ones that snags one of the exclusive slots!

The amazing team:
Brand Design + Creative Direction:
Social Media, Video + Creative Direction:
Photo, Video + Creative Direction:
Hair:
Models:
Assist:

Todays to-do list ✔️

Been BUSY over here…exciting projects and amazing clients. Will be dropping some of the goodies SOON!









*tdone

🧡 B R A N D R E V E A L 🧡

Welcome to the world of She’s bold, she’s creative, she’s stylish ✨

When I began working with Sydney on a brand for her new hair studio I knew we were going to have some fun. I mean how could you NOT when your brand colors radiate this much energy?! We started with an in depth brand strategy where I broke down and defined her brand values, voice, brand and messaging keywords, audience values and SO much more. This groundwork allowed us to create a brand that stays true to who she is and who she’s trying to reach.

The result was this unique, fun, sophisticated brand that feels high end yet approachable and it is pretty 🔥 if I do say so myself 😉

And last but certainly not least, a HUGE shoutout to for these FIRE brand photos. She is an absolute QUEEN.

It’s a good day when a client meeting is in this beautiful of a space 😍 I worked with J Atelier back in 2020 to create the brand for this gorgeous shop. It truly never gets old seeing a brand in real life, on a building, in a tangible way. Three years later we’re still working together, drawing up some high end touches to add to their packaging to elevate the entire experience for their customers. It truly is the little touches that can make the biggest impact. Sometimes the small stuff is the big stuff. 🤍

Do yourself a favor and come check out this magical place 🤎

→

May or may not be my favorite moodboard to date 🧡

Worked on brand strategy last week with Sydney for her new customized haircare business, Sydouré. This week I’m diving into design and I’m DEAD over how it’s turning out.

Shoutout to for the amazing brand shoot photos, all those orange pics, yea…I’m dead too 🧡🔥

Hey there! I'm Alee, owner and designer for Urban Mast Design. Thought I'd hop on and share a few fun facts about me!
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✨ I started Urban Mast in 2017, fulfilling a lifelong dream of full-time freelance design and owning my own business.

✨ I am a diehard Vikings fan, through the good AND the bad.

✨I might love my vinyl collection more than life. A sucker for some good 70’s jams. (And my all-time favorite, my love, Elton John).

✨ My favorite designer will always be Massimo Vignelli. He inspired me so much in my early days of design, and continues to inform and inspire my design daily.

✨I LOVE working with businesses within the hospitality industry because you can create SUCH an impact through design—there are so many fun physical elements that design can be applied to and getting things off the screen and into your hands gives me all the heart eyes. 😍

I’m in the process of revamping my website, and showcasing some of the new cool stuff I’ve been working on so STAY TUNED!
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📷: .marie.photo
(My most talented friend Jeannine took these photos both at my house and at her beautiful, .portrait.studios
If you need any kind of photos JUST GO SEE HER. She will make you feel like a million bucks. 🙌🏻

Maybe my favorite brand reveal to date 🍔

Have you ever had a craving for a really good simple burger? Cool, me too…on the daily 😉 Well that was the idea that sparked this entire mock restaurant concept.

Just because this was a mock brand I was creating doesn’t mean I phoned it in on process. I started by diving deep into strategy, outlining the brand values, audience values, competition, brand voice and brand messaging. These all played a key role in how the design came together.

I had so much fun building this brand out, creating all the marks, illustrations and cheeky remarks. There are many more elements to come, but was just too excited about this one to keep it a secret any longer ✨

Let me know what you think!

p.s. Any restauranteurs out there want to team up and make this thing actually come to life?! Because I legit need to go to this place 🙋🏼‍♀️