AS PAULA SCHER SO ELOQUENTLY STATED, “IDENTITIES ARE THE BEGINNING OF EVERYTHING. THEY ARE HOW SOMETHING IS RECOGNIZED AND UNDERSTOOD.” HELPING COMPANIES ESTABLISH A BRAND THAT FEELS AUTHENTIC TO THEM IS SOMETHING I AM PASSIONATELY CONNECTED TO.

CHALLENGE
When Linda Martin made the decision to fulfill her lifelong dream of opening her own fashion boutique, she knew she wanted to call it Flutter, because of how much a butterfly’s journey resonated with her. She wanted her store’s logo to capture an ethereal yet modern feeling.

STRATEGY
It was necessary to design a mark that called to mind a butterfly without being overly literal.

SOLUTION
Linda loved this design, which combines the softness and ethereal nature of a butterfly’s wings, with a more modern type treatment.

CHALLENGE
As a sole practitioner with an in-home beauty business, Jill Messina needed a logo and website that would evoke a calming spa-like feeling, while also inspiring trust in her clients, who would be inviting her into their homes.

STRATEGY
Jill wanted an icon that people could connect to, so we found a half of a lotus flower, that, when connected, created a beautiful shape, the center of which looks like an eye.

SOLUTION
A pretty logo that makes it clear what All Around Beauty is and does.