This logo request, commissioned through The Daily Californian's INK branding agency, was for the Highland Lake Estate, a series of vacation rental properties located in New York.
01. Client Request
When the client initially reached out to us initially, they provided us with a a basic moodboard outlining what they wanted to see in the final project:
- A brainstorm chart proposing some visual symbols that could be included in the logo
- Photos of the location to be represented by the logo
- Other logos that the client liked and wanted to emulate
02. First Drafts
For the first iteration of the logos, I incorporated some of the elements mentioned by the client in the colors they mentioned.
Different fonts were used, making some logos more playful and some more serious and formal.
03. Second Drafts
After viewing the first round, the client had some feedback around whether the imagery in the logos were powerful enough to connect to audiences from all backgrounds. He brought up the following points:
- Does the silhouette of the two people on the swing adequately relate to different audience demographics?
- If a boat silhouette could be added to the logo — would it be too much to have this and the swing?
- The logo will be used as a button so it should be shaped so that it is easily centered in a circle.
After taking into account his comments, I worked off his favorite first draft and produced second round iterations.
04. Final Design
After the client viewed the second drafts, they provided another round of feedback. The original swing silhouette was removed, and the boat silhouette was enlarged to create the final iteration, as depicted here.
05. Business Card
Months after the new logo was completed, the client reached out once more, asking for a business card with an illustration in a similar aesthetic with all the possible activities that could be done at the property. such as canoeing, volleyball, or camping.
Through several more conversations about the location's atmosphere and the emotional connection the client wanted to create with his customers, I created an illustration and business card that was lively, busy, and relaxing.
Other Projects
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One Golden Moment Podcast Cover
2020 — Photoshop
One Golden Moment was The Daily Californian's sports podcast series, covering everything sports, from providing post-game coverage for all UC Berkeley games to exploring how university and professional sports addressed the COVID-19 pandemic.
As The Daily Californian's internal product designer, I communicated with the editorial and content-creating department to create a cover design that would be bright, inclusive, and timeless.
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The Tampon Tax Is Unconstitutional, Period.
2019 — Photoshop, InDesign
“If the Department of Defense can spend upwards of $80 million on erectile dysfunction drugs, I expect my sister’s menstrual products to at the very least be tax free.”
For this issue of Berkeley Political Review, I wanted to make a cover that told a story. Working with the article author and researching political cartoons and visual metaphors, I illustrated an image of pads and tampons being held out of reach, with stairs to represent financial ability.
In addition to the cover art, I was also responsible for several design spreads. The following articles and pages are my work:
- Cover Art & Pg. 32:The Tampon Tax is Unconstitutional, Period.
- Pg. 12: Obamacare Wasn’t Enough — We Need Medicare For All
- Pg. 58: The Mental State of California’s Prisons