The ask
The client approached me seeking a full-scale brand refresh, with a primary focus on modernizing their logo and submark. Their objective was to evolve their visual identity—bringing a fresh, contemporary look—while honoring the legacy and trust their brand had built over the years.
The client approached me seeking a full-scale brand refresh, with a primary focus on modernizing their logo and submark. Their objective was to evolve their visual identity—bringing a fresh, contemporary look—while honoring the legacy and trust their brand had built over the years.
The challenge lay in balancing innovation with familiarity: introducing a modern aesthetic without compromising the brand’s long-standing recognition and reliability.
The final result is a refined evolution—retaining core brand elements while enhancing visual clarity, versatility, and impact. Over the span of one month, the client and I collaborated closely to create a cohesive brand system that has since been successfully implemented across all of their Michigan locations.
Software
Adobe Illustrator, Adobe Photoshop
Adobe Illustrator, Adobe Photoshop
