Brand Identity Jam

A little brand system exploration from a recent project. My goal with this design was to:

- Create a flexible/variable mark to indicate growth/stretching
- Use color to communicate difference and diversity
- Use type to establish an authoritative vibe that communicated confidence and trust
- Use photos to connect with a younger, more innovative tribe

In the end, I felt like the LC monogram wasn't legible. It reads more like le or u2 in some areas. I think parts of it could definitely be salvaged. ONLY TIME WILL TELL.