For my personal branding work, I worked to achieve a theme with a simplistic and dark color palette. The basis for the aesthetic was inspired by the simplicity of a brushstroke - something visually cohesive but still new in every application. I chose the color red for that brushstroke to represent themes of energy, action, and passion for craft. The logo concept was also inspired by graffiti and dramatized letter forms, in an effort to bond gritty with clean and street with professional. This is cultivating the belief that branding should be consistent, but imperfect, if it is going to connect honestly. The hand lettering in the logo is based on my own handwriting. Every application of the branding has a stroke using the dry brush technique of calligraphy - creating a form using negative space and a unique shape. This was inspired by the concept of the ever-changing persona, as the brand lives and changes fluidly, like the creator.