La Flor

It began with an Instagram mood board: the client tagging me in dozens of images that felt on brand for them. Aspirational vibes.

Drawing over the more pronounced shapes with a restricted palette gave me an abstract look at the colors driving the feel of their soon-to-be brand.

Then I limited the palette further.

Next, I line-traced some of the iconography and type that resonated with the client. That settled the casual outline style and the softer type that would guide the identity, and the rose that came out of it became the mark on the wall.