Problem
Jeff, the owner of JY Tree Services, approached me to create a visual identity for his growing business. With more clients inquiring about his services and requesting business cards, he needed a professional brand presence that would help his business appear established and trustworthy.
Solution
What began as a simple request for a business card quickly evolved into a complete visual identity system, including a logo and colour palette.
Jeff wanted the brand to feel connected to nature and reflect the tree care services he provides. I initially explored concepts that combined his initials, JY, with leaf imagery, but after several rounds of sketching, I developed a stronger solution: a tree stump that uses negative space to form the letters J and Y as branching shapes. The final mark clearly communicates tree care while subtly incorporating his initials, creating a distinctive and memorable identity for the business.
