Property Pictures

Process Overview / Logo Design / Branding / Creative Direction

Property Pictures specializes in shooting both conventional promotional photography and drone footage of residential estates for realtors based in Upstate New York. The company sought a minimal yet impactful logomark on which to build its brand.

A note on my logo philosophy

I deeply believe in the power of strong, bold, and timeless design—rooted in the principles of modernism—but with a clever edge. The research is important, but developing something that is memorable, and most of all functional, is key. My personal strength lies in finding interesting connections between unrelated imagery and leveraging these interactions to craft memorable discoveries for the viewer.

Research

Every logo project starts with research. After meeting with the client to assess their needs, I dig deeper online into the company’s background and the market sector they occupy. I make lists of words and objects that may capture the client and represent their message, and I investigate the identities of competitors to analyze what we can do differently and better.

Sketching

I then move on to rapid sketching. These sketches aren’t intended to be attractive in execution but rather serve to quickly get ideas out on paper. The amount of time I spend on this phase varies from project to project.

Vectorizing and Iterating

After completing the sketching process, I move to the computer and begin building and refining the marks that have the most potential, functionality, and meaning. The number of concepts I build out in Illustrator varies from project to project, but I’ll usually narrow these down to around 3 or 4 strong options (at most) depending on the contract and other circumstances.