We defined keywords to describe Aaron's vision for his business. Professional, Skillful, Comfort, Genuine, Local, Peaceful. Using those adjectives we built a mood-board to give the design process direction. The Mood-board was built with analogous greens, soft tones, natural light, and bright green leafs.

I developed initial concepts inspired by our mood-board and keywords. Aaron loved the half maile lei mixed with the serif monogram & typography.

I worked on a responsive system with mark variation, and looked at a few color schemes. Aaron loved the muted earth tone palette, and using the lei as a graphic element.