Alfred Leisure
Adobe Illustrator | Adobe InDesign | Google Slides | Trello
I was hired to create a logo for a new enterprise called Alfred Leisure. I began working on its branding based on the company’s following objectives:
• Alfred Leisure is building products for generations to come
• Time is the most valuable asset to Alfred Leisure and its users
• Designing for consumer addiction is bad business
• Technology should encourage people to enjoy non-screen life to the fullest
As per my request, the client created a mood board showing what feelings he wanted his company to evoke with its users. Ideas conjuring travel, the excitement of mid-century futurism and a purposeful attention to detail, all made their way into the feel of the brand.
Through the design process, the concept that stood out was a seated, suited-man holding a falcon. This image symbolized Alfred Leisure’s values of quality, timelessness, and comfort.
