problem.
Double L Consulting was a brand-new business started by a retired John Deere employee who returned to work as a consultant for John Deere and Wade dealerships across the South. With no existing branding or visual identity, the client needed a logo that would give his business a professional face while reflecting his industry roots. The only direction given was a desire to incorporate green as a subtle nod to John Deere. Aside from that, I was given full creative freedom to explore what would best represent his brand.
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goals.
The goal was to create a logo that communicated professionalism, trust, and experience while remaining clean, modern, and approachable. The identity needed to feel reliable and versatile, something that could work just as well on a business card as it would in an email signature or across presentation materials.
 
process.
I began by creating several moodboards to better understand the client’s preferences in terms of visual style, tone, and inspiration. After aligning on direction, I moved into sketching, producing a range of concepts that explored structure and symbolism. I then presented my top five digitalized logos for feedback. From there, I narrowed it down to two refined logo systems and mocked them up in real-world applications to help the client envision their potential. This helped lead us to the final design.
 
solution.
The final logo plays off the name "Double L Consulting." I designed a geometric icon featuring two stylized “L” shapes interlocked around a “C,” forming a bold, symmetrical mark that conveys strength and stability. The icon’s simple, clean shapes also function well as a repeating pattern for brand materials. A modern sans-serif wordmark complements the icon, adding a touch of friendliness and clarity. The color palette uses John Deere inspired green paired with an orange accent to reference the client’s roots.
 
outcome.
The final identity exceeded the client’s expectations and gave him the polished, confident brand presence he was hoping for. As my first branding project with full creative freedom, this experience was both creatively fulfilling and a great opportunity to lead a project from start to finish.