740 15th boasts a beautiful identity story, the ideal for every brand. With inspiration from the film Gangs of New York, the time the building was constructed and it's prime D.C. location, the moodboard encompasses the vibe, overall aesthetic and color base of the brand. Although they seem frivolous, moodboards are one of the most important pieces and can truly keep the brand on track and true to it's big picture. Once a moodboard has been made, exploratory sketches are quickly jotted down to explore all options and push further than initial ideas. Many exploratory sketches involved an eagle and what began as a casual self challenged, ended with a unique asset to the logo. Four logo options were shown to the client along with final colors, texture and typography. Clients aren't necessarily always involved in the logo choice process but this worked out to be a nice collaboration. Still using the moodboard, printed tour collateral, direct mailers and a website were created for a full brand experience.