Luxe Logo

I was recently introduced to the distinguished Dann Petty. After some surf talk, brunch, and a little bit of strategic consultation, he offered me the opportunity to introduce a new identity to brand he'd been spearheading over at Luxe.
It's rare that you have a chance to work with a 4 letter company name, especially one that they own completely. Additionally, given their market and the speed of which they are expanding and introducing themselves to the world, we knew focusing on the clarity and distinction of their name was a necessity for them to become synonymous with the industry they are pioneering. Dann said it perfectly, "The logo is about simplicity and convenience, how our users should think about parking everyday." I'm simply grateful for the opportunity to bring this wonderful creative direction to life visually.
Additional details attached.