To create a meaningful mark that will lead the branding system across digital platforms.
Throughout the design process and evolution of this mark, the conceptual approach was clear: looking at what you don’t see. The original intention was to create a ghosted impression using a drop shadow to hint at the white letterforms on a white background for the entire logo. But as the idea evolved visually it became a combination of typographic techniques restricting readability forcing the viewer to see/understand the words without all of the information provided.
The logo visualizes Christine Meyers initials preceded by a forward slash, indicating “and/with Christine Meyer.” This acts a visual response to the overall conceptual approach of ‘looking at what you don’t see.’ This silent dialogue is made visible to represent the valuable services that clients seek when they aren’t seeing/knowing what they want in their life, and they should find their answers “with Christine”.