project scope.

YPO (Young Presidents’ Organization) is the world’s premier peer network of chief executives and business leaders. During their Working Hard to Play Harder Again Education year, I designed a logo that embodied this dichotomy of getting down to business, but still enjoying the pleasures in life through the usage of the tie motif.

Upon completion of the branded logo, this served as the aesthetic foundation for their informational booklet that went to members. The booklet not only presented the information, but it was cohesively branded to create buzz and excitement over the scheduled events through pushing the boundaries of typography and its relationship with color and imagery.