Carter and I hadn’t talked that much after we both moved out of Virginia. But I think we checked in with each other online every now and then. Out of happenstance (or because S.F. is the best city in the world) Carter and I both moved to the Bay Area within the same Summer. So, when Carter came to me with a logo design request I was more than happy to help out an old friend. After listening to Carter’s ideas and understanding the restrictions he knew he wanted for the logo, I decided the best approach was probably a typographical logo. I had a good idea of what I believed the LittleBigFund brand voice would be based off of discussions with Carter. I combed through typefaces I had that I believed fit this voice, until finally I ended up selecting Whitney.

As for imagery, the most understandable visual metaphor I sketched was the idea of flipping a coin up, and the coin soaring back down even larger and heavier. What would you do if that happened? LittleBigFund works by lots of small donations that join together to create a big fund. Then you, the donor, vote on which charity in a highlighted category receives that money each month. This whole concept is exciting, and this excitement, plus Carter’s color palette, really brought the logo idea to life in a way that has character yet is still honest and professional.

Process Images: