I love working in the minute details of a design that will ultimately affect the entire composition but may, for the most part, go unnoticed or unappreciated by the casual viewer. Even if that be the case, I am a firm believer that awareness and the at-a-glance noticing of something are not one in the same. I think we are aware of quality in the details, even if purely at the subliminal level.
This sneak-peek at a new identity for an wellness center & program on the Eastern seaboard illustrates some of that detailed nuance, where the differences aren't vast and screamingly obvious, but perhaps even more effective that that could ever be. More to come on this new identity project.