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.