CREATIVE DIRECTION | LOGO DESIGN | ADVERTISING
During my time at The Marketing Arm I was commissioned to Design a Lockup Logo for HP + American Airlines. The as was simple, they were looking for a device/vehicle to bring the two brands together. If you know me though, my brain doesn't just stay with a simple ask, it likes to explore. As I started researching the HP brand, I noticed this faint smoke texture being used throughout their website. So I figured I'd take influence from that and start trying to vectorize smoke. This lead me down a road of exploration, and one that made perfect sense for the brands. As you can see the progression led me into a more stylized take on a continent, conceptually right in line the two global brands.
![](https://cdn.myportfolio.com/60047ad0fac69b17c38adc02833ba61f/ca278a5f-066c-4b19-89b9-1c87c33d12bd_rw_1920.jpg?h=295ca0a4ec2a70aa88c41fea56109ca4)
![](https://cdn.myportfolio.com/60047ad0fac69b17c38adc02833ba61f/274277ff-b79b-4789-a7e6-d62ae17dba35_rw_1200.png?h=5cce3a5133cf495efdba29d7b37fb5a1)
![](https://cdn.myportfolio.com/60047ad0fac69b17c38adc02833ba61f/ea856865-b151-4371-8394-0f05aada1a0f_rw_1920.jpg?h=3b2eca42cea4959f8b98e357742be976)
![](https://cdn.myportfolio.com/60047ad0fac69b17c38adc02833ba61f/c538a921-08fc-4541-be80-de5e5af79dad_rw_1200.jpg?h=e8acbff496332a286a6fcc6dc4ec7e43)