°Fluent
A name and identity that aims to take the power out of the flu.
2020
Role: Creative Director Designer: Andrew Greif Copywriter: Brian Beise Animations: Stephanie Koop
Agency: Sasha Group
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Sound Harbor Insurance
When LAF Advisers, a Long Island-based insurance company, approached Logsdon Design, they needed a name and identity that would stand out in a crowded market. Their previous brand lacked distinction and struggled to resonate with clients. The rebrand introduced Sound Harbor Insurance, a name inspired by the company’s coastal roots and the idea of a harbor as a safe, steady place. The new logo features a stylized dock with three strong pillars, representing the company’s core services—home, auto, and business insurance—while cleverly incorporating a hidden “H” to reinforce the name. A bold blue and contrasting yellow palette convey trust, stability, and optimism, complemented by clean, modern typography. The refreshed identity gives Sound Harbor a compelling story and a visual presence that reflects its promise of security and reliability. With this transformation, the company now stands out as a trusted leader in the insurance industry, making a lasting impression on clients.
2024
Role: Creative Director/Lead Designer
Scope: Naming, Visual Identity