the sun always rises in the east””

Chris found me through my case studies on TikTok, so he was open to trusting my branding knowledge. I always start the branding process with an extensive questionnaire before sketching any logos. After we got a few abstract visions percolating I went to work on two options for Chris’ campaign. On the east side of Kalamazoo, where Chris lives, the motto is “the sun always rises in the east” so he had the idea of incorporating a sun into the imagery. I presented Chris with two different sun logos to choose from. After a few tweaks and a couple font options we had a logo.