Loaning the main visual principles from the logo: simplicity and clarity.
Customer: I don’t buy it. We need emotions. We’d better avoid a technical approach and focus on the atmosphere and associations, get a feel of the way the logo can develop through the visual identity.
Trying to bring up emotions and associations through the shapes. Presenting three concepts: Architechtonic, Mosaic, and Collages.
Customer: I like the idea in Mosaic, but the excecution is quiet common.
Keep on going.
Customer: I like the logo morphing into a flower or kite, but I don’t like how the concept looks on documents.
Trying to stay truer to the logo style.
Customer: Once again, a geometrical solution which does not work for us. We need associations, lightness, the atmosphere.
Developing the concept.
Customer: In all variations you just rearrange the blocks. We need a principally different solution.
Stepping away from the blocks and looking for some new visual approaches.
Customer: The first one. All the essentials are in place: lightness, flexibility, the service signature colors and lines, emotions from photo, simplicity. I choose this option.
Applying the concept to corporate stationery.