Brian Conlon is a “Personal Trainer for the Mind”, who has just established his business in sunny San Diego California. Not only is he awesome at what he does, but he also is an animal lover who watched my crazy shih tzu when I went on vacation. Why am I telling you all this? WELL, when it came time to make him a logo, I knew I needed to hook him up with something fantastic. It’s always tricky doing work with friends, you don’t want to step on any toes, and you really, REALLY want to make them something amazing. It’s safe to say the pressure was on!

He sent me this sketch as inspiration for the design:Image

OK, it might not look like much, but it was actually a fantastic start. My clients don’t need to be amazing artists, they just need to be clear in their direction, and Brian was definitely very articulate and straightforward with his expectations.


He wanted something that felt “organic”, but still “modern”, something “established”, but also “friendly” and approachable to his young, successful target market.

I executed his vision and came up with this:

ImageThis was my explanation of this mark: 

Per Client’s Instructions~ this is based upon the rough sketches provided by client, and elements of it are taken from logo selection provided by client. The colors were inspired by the “Invision PC” logo provided by client, and the “C”’s are meant to have a flowing, organic, natural shape (this looks similar to waves moving in a forward direction). Even though this has soothing, natural curves, it also has a masculine structure and cleanliness to it. There is also the idea of a solid “foundation” (portrayed by the text) which supports the circular icon. This has a nice balance of approachable, but also professional (which will appeal to the youthful, spiritual market the client wishes to target).

Pretty sweet right? OH but wait for mark #2! I always like to give my client’s a few options to choose from, since there are always multiple solutions to a problem when it comes to identity design. Most client’s want you to stick to their instructions carefully, but given Brian’s open mind and easygoing attitude, I thought I might be able to stray from his vision a little bit. 

I kept the idea of the three letter “C”s, and customized them to fit into the shape of a key. After extensive research about coaching, I found it really can be the “key” to a better, happier, healthier life. I couldn’t find a font that I liked to integrate into the key, so I invented one. It’s based on “Kepler”, but I’ve removed some of the embellishments so that you can see both the key and the letter C, neither overpowers the other. Check it out: Image

And here is my explanation: 

This concept integrates a key shape with three “C”s and also includes a monogram for the company name. The key relates to the idea of “unlocking your potential”, which is the goal of coaching & consulting. The key can act as your “Nike Swoosh”, and can stand alone, or with the company name. This logo looks a bit more “regal” and “elegant” than concept #1 with regard to typography, however, the key provides a balance of “whimsical” and “unexpected” to appeal to the young, successful target market. Colors are soothing, and the curves/circular motion show a natural flow and ease.

Ultimately, mark #2 was the winner, and you can see it in action on his website here.

He also got some business cards made, which I’ll have to photograph and put up on my blog one of these days. For now though, it’s a beautiful Saturday and I need to go enjoy this beautiful sunshine! Thanks for reading!


I was commissioned to create the brand for “Acme Pet Solutions” – one of the funnest projects I’ve ever done! First off, I love animals, and anything that improves their quality of life is all good in my book. I created two logo concepts for them to choose from, and from there, I built the website design. I wanted something clean/established looking, but also fun, whimsical, and approachable (plus, I couldn’t go too wrong with the images of cute fluffy animals). You can launch the website HERE.

Explanation for Logo Mark 1: This logo is very strong, but is the more friendly of the two concepts. This is a type based solution, so the name of the company really comes first. The sans-serif font is modern and very “corporate”, but the cat and dog silhouettes in the letters give a hint of “friendliness” and “approachability”. The colors are calm and soothing, less “cutting edge” and more “timeless”.



Explanation for Logo Mark 2:  This logo is very strong and solid, meant to show “safety” with the shield and collar symbolism (as a collar is something that keeps your pet identifiable, and sent home if ever lost in the world!) The colors are similar to amazon’s color scheme, and is meant to show with the orange that the product is cutting edge technology, but with the brown show a bit of friendliness/approachability. This mark looks like a solid, symmetrical “stamp of approval”.


…and the finished website!Image

Screen shot 2013-02-04 at 1.21.06 PM

There is an entire branding campaign based on this theme, I’ll put it on my website one of these days 🙂

Here is an integrated marketing concept for a company that encourages agencies to donate their unwanted art supplies to schools.

With budget cuts happening across the United States, art and music are typically the first things to be eliminated from a school’s curriculum (sad…but true). This program helps to alleviate budget issues by getting students supplies to get creative.

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Our friends over at the Madero group loved our BoomBox poster so much, that they asked us to make another poster for an event in July. It’s called “River Beats” and will be a “celebration of diverse electronic music” (umm…can we join??) They wanted a balance of earthy nature with modern/electric…oh, and a 24 hours turnaround time.

This is what I came up with. It was so much fun to make, hope you enjoy!

I was recently commissioned to create a promotional poster for a band called Boombox. This band has some serious talent- and their music is totally my style (No really, they’re awesome! Check them out at

The challenge: create a poster that grabs attention, and is cohesive with their bright colorful style. BUT there also had to be a great deal of white space where a person could insert show information. So bright colors AND white space? Interesting…I put my noggin to work and came up with this. Hope you like it as much as I do!

I am currently working on a logo re-design for a company who builds modern and eco-friendly steel roofing.

For each client, I do a great deal of market research in order to see which companies in the industry are successful, and seek to figure out why they are successful.  Their old logo was not very memorable, and did not convey the services that they offer.  Upon doing a great deal of research, I also found that whoever designed their logo seemed to have copied another company’s logo (scandalous!)

Check out the similarities:

This is the original logo…
…and this is the logo that so shamelessly ripped off the previous one! Bad!

I can’t emphasize enough that copying a logo is not only illegal, but it also doesn’t create effective branding.  A logo is the face of your business, it should be fully customized and completely awesome!

We decided it would be a good idea to shorten “Advance Cutting Edge Building Components Inc” to simply “ACE Building Components”.  It’s short, it’s easier to say, and it’s memorable.

Here is the logo I created for them – as you can see it’s a vast improvement on the logo that they had before.