I love the direction that Major League Soccer have taken with their new identity… I just couldn’t help feeling that the execution was slightly off. Here’s my take - always worth noting that I of course haven’t been privy to the brief etc., but my approach was to refine the details of what, in my eyes, is an excellent solution. I love the direction that Major League Soccer have taken with their new identity… I just couldn’t help feeling that the execution was slightly off. Here’s my take - always worth noting that I of course haven’t been privy to the brief etc., but my approach was to refine the details of what, in my eyes, is an excellent solution.

I love the direction that Major League Soccer have taken with their new identity… I just couldn’t help feeling that the execution was slightly off. Here’s my take - always worth noting that I of course haven’t been privy to the brief etc., but my approach was to refine the details of what, in my eyes, is an excellent solution.

2014 work for great friend and awesome copywriter Darcie’s new freelance venture, “Quillfeather Marketing”.
Initially operating under her own name (much like I do - not very creative for a creative, is it?), I was asked to make her a logo. After asking some questions, we established that a friendly (the calling card of freelance) yet elegant (the calling card of a good professional copywriter) solution was required. From here, I drafted up a monogram of Darcie’s four (four!) initials, crafted loosely into the shape of a writing quill. Whilst this just didn’t quite feel to fit the bill, it’s from here that Darcie drew the inspiration for the name under which she’d operate: Quillfeather. From there on in, the process was a fantastically smooth one. Lessons learned: 1) The client doesn’t always initially know what it is they precisely want. Nor does the designer. 2) “Tennis talk” (that is, back-and-forth communication) does wonders for the outcomes of a project. 2014 work for great friend and awesome copywriter Darcie’s new freelance venture, “Quillfeather Marketing”.
Initially operating under her own name (much like I do - not very creative for a creative, is it?), I was asked to make her a logo. After asking some questions, we established that a friendly (the calling card of freelance) yet elegant (the calling card of a good professional copywriter) solution was required. From here, I drafted up a monogram of Darcie’s four (four!) initials, crafted loosely into the shape of a writing quill. Whilst this just didn’t quite feel to fit the bill, it’s from here that Darcie drew the inspiration for the name under which she’d operate: Quillfeather. From there on in, the process was a fantastically smooth one. Lessons learned: 1) The client doesn’t always initially know what it is they precisely want. Nor does the designer. 2) “Tennis talk” (that is, back-and-forth communication) does wonders for the outcomes of a project. 2014 work for great friend and awesome copywriter Darcie’s new freelance venture, “Quillfeather Marketing”.
Initially operating under her own name (much like I do - not very creative for a creative, is it?), I was asked to make her a logo. After asking some questions, we established that a friendly (the calling card of freelance) yet elegant (the calling card of a good professional copywriter) solution was required. From here, I drafted up a monogram of Darcie’s four (four!) initials, crafted loosely into the shape of a writing quill. Whilst this just didn’t quite feel to fit the bill, it’s from here that Darcie drew the inspiration for the name under which she’d operate: Quillfeather. From there on in, the process was a fantastically smooth one. Lessons learned: 1) The client doesn’t always initially know what it is they precisely want. Nor does the designer. 2) “Tennis talk” (that is, back-and-forth communication) does wonders for the outcomes of a project. 2014 work for great friend and awesome copywriter Darcie’s new freelance venture, “Quillfeather Marketing”.
Initially operating under her own name (much like I do - not very creative for a creative, is it?), I was asked to make her a logo. After asking some questions, we established that a friendly (the calling card of freelance) yet elegant (the calling card of a good professional copywriter) solution was required. From here, I drafted up a monogram of Darcie’s four (four!) initials, crafted loosely into the shape of a writing quill. Whilst this just didn’t quite feel to fit the bill, it’s from here that Darcie drew the inspiration for the name under which she’d operate: Quillfeather. From there on in, the process was a fantastically smooth one. Lessons learned: 1) The client doesn’t always initially know what it is they precisely want. Nor does the designer. 2) “Tennis talk” (that is, back-and-forth communication) does wonders for the outcomes of a project. 2014 work for great friend and awesome copywriter Darcie’s new freelance venture, “Quillfeather Marketing”.
Initially operating under her own name (much like I do - not very creative for a creative, is it?), I was asked to make her a logo. After asking some questions, we established that a friendly (the calling card of freelance) yet elegant (the calling card of a good professional copywriter) solution was required. From here, I drafted up a monogram of Darcie’s four (four!) initials, crafted loosely into the shape of a writing quill. Whilst this just didn’t quite feel to fit the bill, it’s from here that Darcie drew the inspiration for the name under which she’d operate: Quillfeather. From there on in, the process was a fantastically smooth one. Lessons learned: 1) The client doesn’t always initially know what it is they precisely want. Nor does the designer. 2) “Tennis talk” (that is, back-and-forth communication) does wonders for the outcomes of a project.

2014 work for great friend and awesome copywriter Darcie’s new freelance venture, “Quillfeather Marketing”.

Initially operating under her own name (much like I do - not very creative for a creative, is it?), I was asked to make her a logo. After asking some questions, we established that a friendly (the calling card of freelance) yet elegant (the calling card of a good professional copywriter) solution was required. From here, I drafted up a monogram of Darcie’s four (four!) initials, crafted loosely into the shape of a writing quill. Whilst this just didn’t quite feel to fit the bill, it’s from here that Darcie drew the inspiration for the name under which she’d operate: Quillfeather. From there on in, the process was a fantastically smooth one. Lessons learned: 1) The client doesn’t always initially know what it is they precisely want. Nor does the designer. 2) “Tennis talk” (that is, back-and-forth communication) does wonders for the outcomes of a project.

BOXSETBOOM!
A logo for friend Matt Bruce’s band Boxset. The brief was simple yet challenging: “something that feels sort of like this”.Pictured up top is the diamond-shaped, Mackintosh-inspired final logo, partnered by variations on the theme. Below that is an unused proposal, included as I was (and still am) very happy with how the custom “BOXSET” lettering turned out - shaped to fill a perfectly square 3x2 grid. BOXSETBOOM!
A logo for friend Matt Bruce’s band Boxset. The brief was simple yet challenging: “something that feels sort of like this”.Pictured up top is the diamond-shaped, Mackintosh-inspired final logo, partnered by variations on the theme. Below that is an unused proposal, included as I was (and still am) very happy with how the custom “BOXSET” lettering turned out - shaped to fill a perfectly square 3x2 grid. BOXSETBOOM!
A logo for friend Matt Bruce’s band Boxset. The brief was simple yet challenging: “something that feels sort of like this”.Pictured up top is the diamond-shaped, Mackintosh-inspired final logo, partnered by variations on the theme. Below that is an unused proposal, included as I was (and still am) very happy with how the custom “BOXSET” lettering turned out - shaped to fill a perfectly square 3x2 grid. BOXSETBOOM!
A logo for friend Matt Bruce’s band Boxset. The brief was simple yet challenging: “something that feels sort of like this”.Pictured up top is the diamond-shaped, Mackintosh-inspired final logo, partnered by variations on the theme. Below that is an unused proposal, included as I was (and still am) very happy with how the custom “BOXSET” lettering turned out - shaped to fill a perfectly square 3x2 grid. BOXSETBOOM!
A logo for friend Matt Bruce’s band Boxset. The brief was simple yet challenging: “something that feels sort of like this”.Pictured up top is the diamond-shaped, Mackintosh-inspired final logo, partnered by variations on the theme. Below that is an unused proposal, included as I was (and still am) very happy with how the custom “BOXSET” lettering turned out - shaped to fill a perfectly square 3x2 grid. BOXSETBOOM!
A logo for friend Matt Bruce’s band Boxset. The brief was simple yet challenging: “something that feels sort of like this”.Pictured up top is the diamond-shaped, Mackintosh-inspired final logo, partnered by variations on the theme. Below that is an unused proposal, included as I was (and still am) very happy with how the custom “BOXSET” lettering turned out - shaped to fill a perfectly square 3x2 grid. BOXSETBOOM!
A logo for friend Matt Bruce’s band Boxset. The brief was simple yet challenging: “something that feels sort of like this”.Pictured up top is the diamond-shaped, Mackintosh-inspired final logo, partnered by variations on the theme. Below that is an unused proposal, included as I was (and still am) very happy with how the custom “BOXSET” lettering turned out - shaped to fill a perfectly square 3x2 grid. BOXSETBOOM!
A logo for friend Matt Bruce’s band Boxset. The brief was simple yet challenging: “something that feels sort of like this”.Pictured up top is the diamond-shaped, Mackintosh-inspired final logo, partnered by variations on the theme. Below that is an unused proposal, included as I was (and still am) very happy with how the custom “BOXSET” lettering turned out - shaped to fill a perfectly square 3x2 grid. BOXSETBOOM!
A logo for friend Matt Bruce’s band Boxset. The brief was simple yet challenging: “something that feels sort of like this”.Pictured up top is the diamond-shaped, Mackintosh-inspired final logo, partnered by variations on the theme. Below that is an unused proposal, included as I was (and still am) very happy with how the custom “BOXSET” lettering turned out - shaped to fill a perfectly square 3x2 grid.

BOXSETBOOM!

A logo for friend Matt Bruce’s band Boxset. The brief was simple yet challenging: “something that feels sort of like this”.

Pictured up top is the diamond-shaped, Mackintosh-inspired final logo, partnered by variations on the theme. Below that is an unused proposal, included as I was (and still am) very happy with how the custom “BOXSET” lettering turned out - shaped to fill a perfectly square 3x2 grid.