Luciani Advising / Consulting Identity

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Luciani Advising / Consulting

IDENTITY | ART DIRECTION

Brian Luciani is a corporate venture builder with a decade of experience based in New Jersey. He launched Luciani Advising / Consulting as a way to connect the best of banking, technology, and growth stage startups across sectors and funding stages.

I developed an identity that conveys a guided and strategic approach to advising where he offers his knowledge and connections to accelerate business growth.

Symbol Construction

I focused on the words that Brian Luciani used to describe himself, how he works with his clients, and his approach to building business solutions as I developed the Luciani symbol. We decided to explore the visual concepts around paths and structured guidance.

Brian works closely with his clients and takes them on a guided path to thoroughly explore their business challenge/s. His proposed path is expressed in thoughtfully structured advice resulting in successful growth.

Name Initials

Brian has built an impressive network and he has a great reputation. I started by working with his initials. The "L" of Luciani most recognizable element within the symbol. The color and line quality of the "L" represents the beginning of a path that is flexible but under control. Combining the "L" with the top and right side intersecting shapes create the "b". The "b" is harder to find but once it has been been pointed out, you cannot miss it.

Comment Bubble and Container

The combined central shapes suggest a comment or a quote meant to convey open communication, collaboration, engagement, and connection. This applies to working with clients as well as curating networks. The outer rounded rectangle acts as a container for the paths within. It provides a subtle but solid support that guides the path's direction.

Font Families

Baloo was used as the primary typeface for the logotype. Baloo expressed the qualities important to Brian like: approachable, friendly, open, consistent, modern, and professional. The Lato typeface references the geometric forms found in the symbol.