I recently had the opportunity to work on branding for a brand-new strategy agency, an exciting chance to help shape a company’s visual identity from the ground up. The founder envisioned a logo incorporating a fox motif, with subtle ties to themes of autumn and the woods. Our initial sketches covered a broad range of styles, allowing us to explore various interpretations.

Throughout the design process, we went back and forth on whether to take a minimalist approach or something more literal, as reflected in our early renderings. After testing the logo across different environments, color variations, and refining the details, we opted for a minimalist direction. The final logo subtly nods to a fox through the integrated “F” and “W,” with a vibrant orange-red as the brand’s primary color. This choice creates a versatile identity that can adapt to various settings and even shift colors for special events.

We’re both thrilled with the outcome, and I’m excited to watch this agency grow with its new brand identity.