CLIENT
Traction Marketing

In 2018, the agency I worked for was due for a rebrand, so we were tasked with a full brand-overhaul. Our previous logo was a red plus sign, but I wanted to build a responsive logo exuding Traction's personality, plus something more closely related to the company name itself. We began with a mood board, and then moved through the logo process. Our mood board conveyed a certain friendliness that I adapted to the logo – rounded edges and shortened ascenders.