I worked directly with the owner of the company to redefine the image of her bakery / catering business. She said Lula Bee was her grandmother's name and she loved to make cupcakes every Sunday for the grandkids. That was my inspiration. The cupcake/ beehive and bee (apostrophe) were obvious inclusions from the beginning. We worked through a few iterations of typefaces for the "LulaBee" text until she felt that the flourishes embodied her grandmother's style. The "bakery" text is set in a sans-serif typeface with the possibility of "& catering" stacked below.

OilSim is a digital oil lifecycle simulator that allows users to interactively explore the parameters and challenges of the exploration, development and production of an oil or gas asset. The software manager wanted the brand for this program to be iconic and recognizable to non-technical users, while conveying the idea that the application lets you build your skills digitally to avoid costly mistakes in real life.  Collaborating directly with him, I created the oil droplet with the building blocks to fill it.

Corporate internal training platforms are common in most major companies, as is the tendency to name them all - "iLearn". The feedback from the training manager and the implementation team was to try and make this feel modern and less "corporatey" (their term).  Thinking of this as an online learning resource reminded me of another, just as ubiquitous, online help tool - Clippy from MS Office. This is my minimalistic version of an unfolded paper clip.

In April 2010, the offshore well Mocondo exploded, causing a major oil spill. Every oil services company scrambled to create a training program to ensure its people and processes would not allow another such instance. Working with the program manager and reviewing the content, this is the identity for their training. The text is a stylized version of the corporate typeface. "Deep" rests just above the waves, as does the platform of the rig. The descender of the "p" attaches to the top of the "t", as does the marine riser and drill string connect to the manifold on the sea floor. This is where the failure occurred on the Macondo well. Connecting the "t" to the word "assurance" is intentional. The name of the rig that collapsed on the well was Deepwater Horizon. The program's name was not coincidental, and everyone understood the significance of this visual message.