To begin serving personal clients, I wanted to convey a bit of luxury and style without appearing complicated or fussy. I landed on the word mark with just enough character, so that the name is highlighted instead of some other element. I sought to keep expertise, trust and approachability in the foreground of everything - from the tone of voice to the visual aesthetic. This led to me working with some great entrepreneurs along the way, as well as old friends and even new relationships with agencies and businesses alike.