LOGOS

When I undertake a logo design, I always start with the story the client is trying to convey. I involve clients in my design process since they have an intimate knowledge of their brand story, and also because their help is invaluable in defining the issues at stake. Some clients choose to convey their message with just a wordmark — a logo comprised of just letters, while others feel they could benefit from the use of a logomark. Whatever the style of logo, the first step for me is research and information gathering. Learning as much about the business and the story behind the business is critical in developing a logo that is succinct and enduring. The next step is to visually sketch out my initial ideas, choosing the ones that work and refining them until the design meets all the requirements the client has set in place, at the same time ensuring all critical specifications have been met. These may be clarity in design, legibility, color scheme, etc.

The Caterer

The Caterer, Inc. is a family-owned catering business with Cuban roots. After running a successful seafood restaurant, they decided to expand into catering private and nonprofit events. They wanted a logo that felt true to their heritage and had a natural, organic vibe. I suggested reimagining a cigar label for the design. Cuban cigars are known for being pure, with no additives or preservatives, which gives them a unique, unmatched flavor. This iconic part of Cuban culture inspired me to use the cigar label as the backdrop for their logo.

Barbie Davalos

Barbie Davalos, a PR expert, asked me to create a fresh, modern identity for her that highlights the strong partnerships she builds with her clients. With over 20 years of experience in PR and marketing, Barbie has worked with Fortune 500 companies to startups and small businesses. Her expertise covers a wide range of industries, including beauty, kids & baby, health & wellness, fashion, and food.

Julia Jaya Interior Design

Julia Jayatilake is an interior decorator based in North Carolina with a style that's simple, elegant, and classy. She wanted a logo that reflected her design sensibility, and she was especially drawn to logos that incorporated initials. After chatting through a few different design ideas, we decided to refine a couple she really liked and eventually combined them to create the final logo.

Sky's Gourmet Tacos

Sky’s Gourmet Tacos is a fast-casual restaurant in Los Angeles that blends Mexican and Louisiana flavors. I was brought in by a marketing firm to help revamp the Sky’s brand, which included creating a new logo. I was asked to retain the original color scheme in the redesign. Despite the marketing team’s efforts to drive the project forward, delays ultimately caused the overhaul to stall, and unfortunately all work came to a halt.