Who doesn’t love a brand mascot? For BD&R, the mascot came from the abbreviated letterforms we designed, but the idea and name itself came from the story of how the founders first met through business. That’s why I never start a project thinking about what the logo should look like. I ask questions. How did you meet? Why did you start? What makes you different? What stories have shaped the business? Because without that context, you’re designing on assumptions. And assumptions usually lead to work that blends in. My discovery process is personal to every founder we work with. The process might be similar, but what we uncover never is. Sometimes the best ideas are already sitting inside the business. You just have to discover them.

Great work

Two directions. One brand. 👀 I explored the same brand in two completely different visual styles — one vibrant & energetic, the other soft, minimal & refined. Now I want your honest opinion: Which one would you choose? 🟢 Vibrant & Bold 🤍 Soft & Minimal Curious to see which direction wins. 👇

Option two feels more organic!