I am a determined designer seeking a job as a Visual Designer for a multi-disciplinary design team.

a comprehensive brand identity for the

Spiritual Exercises in
Everyday Life Puget Sound

Client: SEEL Puget Sound

Location: greater Puget Sound, WA

Date: 2020

Category:
brand strategy,
logo design,
identity style guide

Approach: A religious organization approached me to design their employee handbook and retreatant handbook for print production. In addition, their representative asked me to audit the logo, which was nearly a ballpoint pen sketch.

They asked for explorations and wanted to see the original logo elements re-incorporated with the new brand — a dove, a flame, and a spiral shape.

Challenge: Their existing identity is vibrant and colorful but their logo lacked contrast, presence, and balance. Beyond the logo, their handbook was massive and contained in a single Word Document. My goal was to produce a robust logo system that symbolized the Jesuit Ignatian Spiritual Exercises and a scalable logo system to work at any size.

Solution: The final logo consists of a dove with its wings spread, emerging from the shape of a leaf with a burning top, and encompassed by the Jesuit sunburst symbol — the logo symbolized Exodus 20:1-17.

For SEEL, the logo represents the enlightenment retreatant’s experience with they practice the Spiritual Exercises in Everyday Life with SEEL Puget Sound.

RESEARCH PHASE:
I conducted a quick brand audit, market positioning search, and compiled examples of SEEL's competitive logo landscape.
DEVELOPMENT PHASE:
I sketched numerous logos, critiqued them with others, refined the logo digitally, reviewed and finalized the composition, and then produced the brand collateral.
PRODUCTION PHASE:
SEEL representatives received the style guide and handbook design with enthusiasm. Their contributions to design critiques made them feel involved and invested in the development of their brand, and delighted by the finished brand identity.
All Work / SEEL Puget Sound / Brand Identity System