Lasso

Brand Identity + Web Design

Lasso is a consulting firm that helps clients leverage connections to grow their businesses. They approached me with a tagline — "Your Anchor in the Storm" — and a brief asking for something moody, sophisticated, whimsical, and grounded.

I drafted multiple concepts for the client and ultimately landed on a hand-drawn script with a flowing rope detail that manages to feel elegant and playful. Finished the identity out with a clean L lettermark, a standalone lasso symbol, stormy colors, and typography that reads "professional" without the stiffness.

I also designed and built a responsive Squarespace site that leans into the atmospheric moodiness while keeping navigation straightforward.

Deliverables: Logo suite (primary, lettermark, symbol), brand style guide, color palette, typography system, complete file package, responsive Squarespace website.