CLIENT INFO:
Laura Casner is a Los Angeles and NYC based commercial photographer specializing in photography with an action-oriented lifestyle feel. Whether commercial or journalistic work, her focus is to portray a slightly augmented reality and to tell a story.
When it comes to advertising work, Laura tells brand stories and portrays that brand as it fits into our lives naturally.She has worked with such brands as, Neutrogena, Mini Cooper, Hyatt Hotels, Verizon, Pepsi, Slim Jim, On Running, Phillz Coffee, Primo Passo Coffee Co., New York Botanical Gardens, and more.
OUR SERVICES:
• Discovery
• Strategy
• Research
• Brand Identity
• Collaterals
• Brand Identity Guide
THE CHALLENGE
Working with Laura was truly a great experience, as she is an extremely creative individual who truly knows her audience and brand.
The challenge was creating something that was very simplistic, fresh, modern, and clean without being too cliche.
After our strategy session and moving into the research phase, we worked on several concepts but kept in mind that our direction needed to be less literal and more abstract.
Making sure the logo/identity-focused more on identifying, rather than defining was our key goal.
BUILDING THE CONCEPT
After diving deep into our research process following the discovery and strategy session, we explored numerous potential directions that were in line with the tone and feel of Laura’s brand.
We worked with different variations of logos such as focusing on custom logotypes and eventually moving into more of an abstract approach.
It’s important that we always take time to invest in our rapid prototype phase where we run through a variety of appropriate options to then begin carving a defined pathway to a definite solution.
THE SOLUTION
The solution was to create a symbol that favored the idea of an abstract aperture utilizing the first letters in Laura’s name.
The outcome was a beautiful, bold, and simple mark that hit all the areas of focus that Laura desired in her identity. It easily works in all applications and platforms while leaving enough room to evolve over time.
The mark was then paired with a customized modern sans serif style typeface which helps to balance the mark nicely.
LOGO MARK
LOGOTYPE & LOCKUP
THE ASSETS
PATTERNS
MOCK-UP DESIGN APPLICATIONS
