Summer has arrived in presentations too.
Unused custom logotype for a new Made in Italy summer footwear brand.
A New York-based founder of a large real estate consulting agency asked me to work on his rebrand.
He didn't want the look of a traditional agency. He wanted to convey the aesthetics and exclusivity of an ultra-luxury hotel.
His budget was $2,000 for "just a little logo...
Every established founder I've worked with knew their brand had become a problem.
But none of them had ever calculated how much that problem was costing them.
They’d say things like:
"We look like a small shop. But we're not."
"I've been trying to grow for two years, but...
