Stage
I
Our first concept was to collage images of the ocean and a
drop of water "just about ready to make the final commitment
and let go." The leaf is scary, the ocean and leaf don't
gel, the typeface is too florid, and a variety of creative
compromises would be necessary to make this concept work.
Let's chuck it!
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Stage II
Taking the advice of Thoreau ("Simplify, simplify, simplify"),
we focused on the ocean itself. The gorgeous expanse of golden
water and sky leads to a contemplative mood. We selected a
lighter, looser, friendlier typeface and worked on emphasizing
key words, but this composition interferes with the expansiveness
of the ocean image. The type will be difficult to differentiate
from the background. We're just not there yet.
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