It was an absolute pleasure working with Lela! It was hugely rewarding getting to hear her story, digest it, and equip her with the words and images to tell it in a unique and meaningful way.  

Part of my process with all my clients is to help them come up with a concise "What", "How", and "Why" describing their company.  This helps them realize what they truly care to communicate to their clients and reminds them of why they love doing what they do.  Then we come up with some key brand attributes that act as a lens through which all imagery and language must pass.

She knew she loved the South West, it's colors and it's imagery.  So I worked with her and her ideas to create a whimsical, relational, and deliberate logo that show cased some visual elements she knew she wanted to incorporate.