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This concept didn't get selected. And that's okay.
I recently completed a creative direction test for BHS, a French real-estate content brand repositioning itself as a more modern, scalable subscription-based product.
I explored a direction built around:
→ Warm burnt orange and burgundy
→ Bright yellow as an energetic accent
→ Charcoal as the foundation
→ Bold serif typography
→ Minimal, editorial layouts
→ Soft gradients and subtle visual movement
The idea was to create something that felt premium without feeling inaccessible, modern without feeling cold, and distinctive without becoming flash
The direction wasn't selected.
The client ultimately chose another designer whose work felt closer to the real-estate/editorial positioning they had in mind.
And honestly, that's one of the most useful parts of doing creative work.
It reminded me that a strong concept isn't necessarily the right concept for a particular brand.
Looking back, I can see that my interpretation leaned more toward modern, digital and startup-oriented than the editorial real-estate direction the client ultimately wanted.
That distinction is valuable.
Design isn't just about whether something looks good.
It's about whether your creative decisions communicate the right positioning, to the right audience, in the right way.
I'm keeping the work, keeping the lessons, and moving forward.
Not every concept gets chosen.
But every project can make you a better designer
Full case study on behance.
https://www.behance.net/gallery/254734135/BHS-brand-identity-concept
The network for creativity
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Connect with clients, get discovered, and run your business 100% commission-free
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A closer look at the Spektra logo I designed.
The mark fans out from a narrow point, while the wordmark leans forward. together, they give it a sense of movement without needing much detail.
There’s a lot of color in the wider identity, so the logo holds its own in plain white. Simple geometry with enough weight to stand up to everything around it.
This is fire, Daniel
The logo conveys the story
Sphynx or Markhor?
Two very different logo directions, built for the same brand.
One speaks to where the brand comes from.
The other speaks to who the brand is for.
Both had a reason to exist. Only one could define the identity effectively.
Which one do you think the client chose?
And if you’re curious about the thinking, debate and decisions that led to the final direction, I’ve broken down the full story in this post.
5 voted
56%
4 voted
44%
9 votes
Closed
Markhor for me. The Sphynx is the cooler illustration, but the Markhor can carry a whole brand system without getting tired. One is a mascot, the other is an identity.
Logo & Brand Identity Concept
A modern logo concept designed for Current, using a flowing “C” symbol inspired by movement, waves, and continuous flow.
The layered blue and turquoise forms create a sense of motion, energy, and connectivity, while the clean wordmark gives the identity a professional and contemporary character.
The concept was developed with versatility in mind, allowing the logo to work across digital platforms, websites, social media, marketing materials, and branded assets.
Focus: Logo Design • Brand Identity • Visual Identity • Typography • Graphic Design
Style: Modern • Minimal • Fluid • Professional
Tools: Adobe Illustrator • Adobe Photoshop • Figma
#LogoDesign #BrandIdentity #BrandDesign #VisualIdentity #GraphicDesign #Typography #LogoConcept #ContraPortfolio
