Lj | Public Relations

Lj | PR is a Vancouver public relations firm specializing in fashion, media and entertainment.

www.lj-pr.com

Lj | PR is growing rapidly and required branding and design work to establish the company with a clean, professional and timeless identity and website.

The look and feel of the Lj | PR identity evolved over several iterations, from something that was originally quite funky and illustrative, to something that is a little more refined and professional. The changes were driven by Lj | PR's move away from working exclusively in the fashion and arts sector.

I originally developed a number of custom illustrations for the Lj | PR identity, which were very fashion oriented. The illustrations featured architecture from fashion hubs around the world and NYFW shots taken by Kris Krug.

This identity served Lj | PR well for nearly a year, but eventually it was time for a change.

Lyndi came back to me with the feedback that some of her more business-y clients didn't necessarily 'get' the illustrative style of the original identity. So we began working on a refinement of that identity. We have made sweeping changes both typographically and visually.

Typographically we heavily refined the 'Lj' from the original, making the signature much more feminine, and closer to Lyndi's actual signature. The new identity includes custom lettering for the logo and Lyndi's signature which I rendered digitally based on Lyndi's handwriting.

Visually we wanted to keep the color scheme very neutral, and strive for a much cleaner, more timeless visual aesthetic. What we have ended up with is a soft radial gradient, which is used as a sweeping visual element to add a refined set of curves to any brand element or collateral. The effect is gorgeous whether used in print or online.