I had a blast working on a few different approaches for Laura's logo design. I knew that it needed to convey power, and credibility, and to cater to the target audience, which is mostly senior executives in their 40s to 60s.

The concept that we both loved, and that ended up being the chosen one, brings two elements together: the Pen (symbolizing Laura's writing) and the Star that has a dual meaning: on one hand, Laura's ability to make her clients look like stars in their field, and on the other hand, the star power / experience that the target audience has in their domain. The star infuses a bit of high-end, luxury element into the otherwise strong, bold, powerful logo mark. The primary color palette is a dark blue (that symbolizes power, knowledge, integrity, seriousness) paired with a high-contrast, bold, luxurious tan shade