ALL DAY I DREAM

Brand Identity

This was the first design project I did for Lee Burridge. I took photos of the ADID events for a while (2011-2014). One thing I love about working with Lee is that he always has an idea in mind. And it was/is my job to make that come to life. Lee’s idea was a “man with his head in the clouds” and his request was to make it fresh.

The first thing I worked on was the cloud. How do you not make a cloud cartoon-like - This was the tricky part. It also needed to work in one color - EVERY good logo should work in one color. I ended taking a photo of a cloud, bring it into photoshop, and creating a Halftone - then bring that into illustrator and creating a vector. After I had it vectorized, I tweaked it a bit - can you see the elephant?

Next came the male body. And for this, I wanted to shoot a photo too. Since I did not have a full-length white backdrop, I asked Eva Mueller a long-time friend to shoot the picture. So yes, that is me in the logo, well mostly - I ended up tweaking it a bunch. Ironically my face logo has a body out there - this silliness cracked me up. 

The next part was the logotype - This is a mixture of font and some of my crafty handwork in illustrator to make it look perfect. It is hard to find an ideal script font that works with every letter. I was able to create a unique logotype. And also, find another script font that complemented it for use within the brand’s marketing materials. 

Lee sat on this artwork for a bit, until it was the right time to release it. And when that time came, he wanted a female version too - just as fresh! She is another story. x