logos & marks.
Identity work distilled. A logo has to live on a sign, a jersey, an invoice, and a 16-pixel favicon, these are built to do all of it.
Hellcats Youth Sports Academy
Athletic identity · 2023Marks that earn their keep.
I start from the smallest possible footprint, a single glyph, a single shape, and grow it into wordmarks, secondary lockups, and stamps. The mark has to read first, the type has to read second.
The full kit.
Primary & secondary marks · monogram · wordmark · stacked & horizontal lockups · color & mono variants · clear-space rules · vector source files · brand guidelines PDF.
selected marks.
Hellcats · 2023
Sellers Advocacy · 2023
YD Doctor · 2024
Ape Studios · 2010identity clients.
Raymond Ochoa · Electrical
El Cerrito · Restaurant
Davy Rolando · DJ
IPGS · Data Security
Island Global · Tutoring
JWard
Connected · Athletics
Windrush · Designs
MacMail · Comms
My Sweet Treats
Pinnacle · Freight
Redbone · Sports Media
YO Studio
Tampa 6 · Investment
Dropping Dymes · Podcast
LuxorDiscovery.
What does the business actually do? Who is the audience? Where will this mark live? A 30-min call answers more than a questionnaire ever does.
Concepts.
Three to five hand-drawn directions. No mood boards, no AI slop, actual ideas with a point of view, presented with the reasoning behind them.
Iteration.
One direction picked, then sweated. Optical adjustments, weight tests, kerning. Two rounds of revision included.
Handoff.
Vector files in every format you'll need, plus a guidelines PDF so whoever uses the mark next doesn't accidentally stretch it.