Lessen

Streamlining Property Management

Partner
AWE Collective

Client
Lessen

Industry
Real Estate

Scope
Logo Design

Challenge

Early 2020 I took up an internship at AWE Collective, a full-service agency located in Tempe, Arizona. Nearing the of my internship, I was tasked with developing a few logo concepts for rental property management business Lessen.

After an extensive revision process, my concept was selected by the CEO/Founder of Lessen to move forward with.

Approach

Jay McKee, Lessen founder/owner, was adamant about keeping the logo simple and straight to the point. During my drafting phase, I tried to embrace his vision by utilizing clean typography and working with established sans serifs. I flexed my creativity within the bounds by playing what a literal interpretation of “less than” could look like.

Moodboard

Initial Concepts

Typography

URW Din was used as the base type because of its rounded professional look and a streamlined lowercase "e"

Development

Revisions included creating a new lowecase "L" that matched the x height of lowercase letters.

Color

Lessen's Owner/Founder mentioned that he was fond of blue as the primary color. I sampled this car for its classic appeal and to give myself a reference point of color. Experimenting with different shades of this sample, I found a darker value to be most appropriate for a clean look.

Using "Peacock Blue" as the launch point, simple complementing colors were chosen as support.

Concept Mockups