Cutting Edge

The Brief

When the team behind Cutting Edge Development and Coaching approached me they were having a difficult time finding a logo that met the preferences and requirements of the wide ages on their team: Boomer, Gen X, and Millennial. They knew they wanted a fig tree with roots, but were struggling to find the right balance. After rounds and rounds of AI attempts, they approached me for help.

The Project

I sat down with one member of the team and went through the various AI iterations they had created. Together, we discussed what the team liked or didn’t like about each one. We made a list of bits and pieces that they all liked and I worked from that to create a new brandmark. Once the brandmark was created, I provided two font and color scheme choices in a presentation that they reviewed together. After some minor tweaking, we found a solution that made all individuals satisfied.