Lulu & Leo Fund: Choose Creativity Logo


Creative Direction

The Lulu & Leo Fund helps children and families foster creativity and build resilience through programs that provide meaningful engagement with art and other creative endeavors. Choose Creativity, a related initiative, needed its own logo but had to stay true to the original brand. To accomplish this, I hid two Ls in Lulu & Leo Fund's signature orange and pink in the Es of each word. The mark can stand on its own while still giving a fun and colorful nod to its parent organization.

The image below shows a series of sketches I created early in the design process. Though these concepts did not come to fruition, they were important in furthering the discussion to get us to a great solution.

Logo explorations always begin with drawings in my sketchbook.