http://cahomeloanpro.com/2013/02/page/2/ Brief and answer: Create an identity for new global search firm Petroa, specialising in recruitment for energy industries. To create a feel for the premium end of the market, avoid ‘heritage’ cues. Key words: expert, has integrity, honest, reliable, modern, personal, high-value, bespoke care. I chose a sans serif for a confident, high-end modern feel. The chosen logo design works with ideas of combining expertise, moving upwards or extracting from one place to another and resembles searching spotlight. I focused on the ‘o’ in the name to create a visual emphasis that would in turn encourage verbal emphasis on the second syllable. I then fleshed it out to brand guidelines, logo usage, type hierarchy and colour palette which has an orange and a blue inspired by imagery of oil rigs at sea, with the inside overlapped shape being black as a reference to the product of petroleum, with the secondary colours as neutrals. The work extended to CV templates in Pages following my guidelines, set up with a guide I wrote for client usage to aid consistency in future use of the template, also shown is the brochure and business card I designed for them.