A humble business man. A friend of a friend. Talented Builder and now President of the Tallahassee Builders Association sealed the deal with my writer/friend and I to rebrand his corporate image for 20+ years. We went over my usual process. Assessment. Colors. Fonts. Moodboards. Wireframes. In time came an approachable, classic style. We didn’t want to change Persica’s logo completely to stay consistent. However, it was a unanimous decision to update the colors & type, as well as the entire site.