This project concerned branding for none other than a Brand Strategist, Mr. Lynn Ferguson. Lynn is a marketer, digital innovator, channel integrator and brand strategist with over 25 years of leadership experience driving brand recognition and profitable growth in public and private companies. With clients such as West Marine, Charles Schwab and Disney under his belt, I was a little surprised I was able to create work that he liked right off the bat.

Fiore, or 'flower' in Italian, is a word that can easily be drawn too feminine for the kind of clients Mr. Ferguson attracts, and so I had to invent lettering that could come across as distinguished and yet still allude to the flower. After creating a flower motif with stylized semi-transparent shapes, I then used those shapes to create custom letterforms, which I think effectively makes them feel as though they belong right alongside one another.