Jeff Sugarman

"Your packaging might be invisible. Not bad. Not ugly. Just... forgettable."

It's one of the more uncomfortable conversations to have with a client — when the work looks fine but strategically misses the mark. When it fits the category so well it disappears into it.

The shelf is a...

First round concepts for Hina, a mandala artist with a growing craft business. She reached out for help distilling her intricate work into a simple, memorable mark.

I'm working on a logo design for a company that manages the legal side of residential real estate. In this design direction, I'm focusing on a house icon with subtle upward arrows to give a positive aura. Which option do you like best?

This is my home studio, and my “employee” Clara.