This project gave me the opportunity to step into a creative director role before diving deep into production. The client was referred to me as someone who could make them a great logo, and while that’s true, it became clear early on that a logo alone wouldn’t move the needle.

After speaking with the founder and understanding the channel’s goals, I realized this was less about designing a mark and more about positioning the brand for growth and monetization. That opened the door to pivot the conversation and propose a scope that would actually support increased traffic, consistency, and long-term visibility.

The client trusted my judgment, and I’m grateful for his willingness to be guided by professional consultation rather than rushing to execution.

I believe the real value of this project came from compiling the brand story, strategy, and visual elements into a single, cohesive presentation. My focus was less on decoration and more on clarity and helping the team see the strength of the brand they’re building and giving it a structure that could grow with them.

As a result of this project, I’ve decided that standalone logo design will no longer be one of my services. In today’s landscape, especially with the role social media and digital platforms play, brands need flexible visual systems.

Static logos alone don’t carry the weight that scalable, adaptable identity systems do.