philly.com early designs

With the moodboard approval, I went into a design exploration taking all client feedback into consideration. The idea of “beautiful grit” really resonated with them. From that, shades of blue along with earth and street tones took their place. You can see some early attempts at re-branding the company logo. Please note, the final logo they use on the current site was designed by Philly.com internally. NOTE: This information is published for the sole purpose of demonstrating the design process. Any misuse of this material is strictly prohibited.