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12 POINT CONCRETE COATINGS LLC.
VISUAL BRAND DEVELOPMENT
MEET THE CLIENT
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Brooke and Chase are originally from the Kansas City area but have recently moved to Arkansas to start their concrete coatings business. With a combination of Chase's experience in the construction industry and Brooke's skills in administration, they are well equiped for success.
Their goals with the logo for their new company are to represent themselves, to look professional, and to appeal to their new community in rural Arkansas. Chase is an avid hunter and hopes that becoming an entrepernuer will give him more flexibility during hunting season. Because of that motivation, he wanted to incorporate hunting elements into the logo. The couple also wants to deliver high quality product to all their customers, so they wanted the name and logo of their company to reflect that as well. A twelve point buck is what every hunter strives for, so that became a central theme for them.


Capture Smallz Regular was selected as a header font because it is bold,







We started the project focusing on narrowing down Cindy's likes and dislikes in the area of color and font. I'm a hand's-on type of person, so I like having color cards and font cards that clients can sort through, hold up side-by-side, and set aside for multiple rounds of elimination.
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Once we picked out the styles she liked, we began catering a font specifically for her. She wanted structure, timeless class, and a hint of "slimming" in the font, so we went with a serif font that was evenly thin throughout, instead of the classic bolder downstrokes. This font will primarily be used in her logo, and as the heading of any marketing documents Cindy would like to produce.
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We played around with using Cindy's hands in the logo, but after a couple drafts it just didn't seem to convey the right message, so we opted to simplify and just go with the tree.
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The end result is a great representation of Cindy, her values, goals, and character! I had a ton of fun working on this project with her!