D.J. was approached by local entrepreneur Lacy Starling in early 2019 about developing a logo for her new business consulting agency start-up. Despite having a well-developed idea of what her business would do, Lacy wasn’t at all sure what she wanted that business identity to look like aside from the color. To do that, we turned back towards those well-defined business goals. One of the core tenets of Lacy’s business philosophy is to help organizations define their own stories by looking at their strengths and using them to compose their corporate narratives. D.J. extended that concept by breaking apart the letters of Lacy’s own last name, and using them to construct the larger “S” that represents her agency.