Posse is a jewelry brand created by one of my very best friends, Amanda Jadallah. The word Posse itself is defined as a group of people who have a common characteristic, occupation, or purpose. Every collection is based on someone in her very own posse. Amanda knew how Posse should look and feel, but she still needed a logo and brand identity.

My process began with 5 questions:

• What are 5 words that describe Posse?

• What are Posse's main values?

• Posse's dream celebrity endorser?

• What brands do you look up to?

• How do you make your customers feel?

This gave me a feel of the brand's "what, how and why". Creating a mood board that I felt encapsulated Posse's personality helped me create 6 logo and color palette options, and it helped Amanda put her brand’s values and mission statement into words. The final logo is strong yet soft with a groovy attitude.