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In the first round I pushed a mark that I thought was versatile, would represent the company well, and stand out from their competitors. The problem was that it had a classic feel to it and the client is a startup that wants to position itself as modern and rebellious — which I knew from the brand sprint.
Round two opened up the exploration quite a bit and I wanted to share some of the selects. Almost all of these had several versions / iterations, some as many as 20 variations, for around 200 versions all-in. Before color. That was a fun week. :)
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