A referral from my hometown turned into a great opportunity to help a friend develop a logo for a new clothing brand aimed at business professionals who are tired of uncomfortable business‑casual wear. They loved the bold, playful logos of the ’90s—think old‑school MTV and toy branding—and wanted that energy to collide with a clean, modern aesthetic.
To me, the concept felt like graffiti on a downtown Los Angeles building: the structure is polished and professional, but the hand‑painted murals give it personality and edge. They agreed, and together we shaped a visual identity that conveyed exactly that message—business casual gets you through the door, but your style is what makes you stand out.
They provided an initial sketch, which I iterated on until we landed on the final piece. Wishing LA Devotee all the best as they grow their brand.
