I was asked by a management consultant with several years of experience to create a logo and brand for him to use as an independent. I wanted to create something that would make him look as established as any of the major consulting companies, but also emulated the energetic, enthusiastic spirit of his work. I played with some different ideas and motifs; expanding on the lifeguard theme, toying with the two L’s that made up the brand’s initials, and exploring the benefits and drawbacks of blue and red. Eventually, we settled on the wordmark in a vibrant, confident red, and an icon that simulated upward momentum while maintaining a solid shape.
When it came to the banners, I wanted to keep everything clean and clear while also taking into consideration how the logo would appear next to it on the different social media pages. I wanted the box used in the banner to be an extension of the logo to enhance cohesion on the page and further underscore the upward movement.