For one customer, spanning multiple brands over five years, what shines here is Jason’s story, not the logos.
Context
Jason had originally created his own logo, but it wasn’t landing the way he hoped. He was aware of this, and it was this honesty that enabled the work to move forward. Jason needed a brand identity that could match the nature of what he was really offering.
What I Did
We sat down for a discovery session, followed by a presentation of mood boards. After taking notes on the visual patterns he was leaning toward, I crafted four concepts in two different directions. He selected the heraldic eagle, before later adapting the logo for his second venture, Eagle Vision Crystals.
By 2025, Jason had honed his skills and transitioned into metalsmithing, and even inherited an old metal shop, which he planned to host workshops in. NOLA Metalworks needed something different, less focus on the personal brand and more on locality and the craft. I presented five different concepts, each based on New Orleans history and Adinkra symbolism.
What It Produced
The NOLA Metalworks mark combines a fleur-de-lis, an all-seeing eye, and a flame. Each piece of inspiration ties back to his personal trajectory and his entrepreneurial journey. Over five years, Jason kept growing and expanding his craft, and his mark needed to keep up.
The heraldic eagle
Initially, the Eagle Vision Coaching brand emerged from four concepts, each based on two distinct moodboard directions. I could tell the eagle concept really spoke to Jason. The mark depicted its wings spread out, with a moonburst behind it that also doubled as an eye.
Same mark, different chapter
As Jason dove into his brand, he quickly realized he had a passion for wire wrapping and producing stunning pieces of jewelry. Adapting for his second venture, Jason then took my initial design and altered this symbol to fit his new venture, Eagle Vision Crystals.
Third brand, different brief
In 2025, Jason was teaching metalsmithing and NOLA Metalworks wanted a design that was less personal and more focused on the locality and the craft itself: five concepts, each based on a specific element, such as blacksmith heritage, West African Adinkra symbolism, wrought iron patterns, and the fires in New Orleans in 1788 and 1794. The winning design combined a fleur-de-lis, an all-seeing eye, and a flame.
Shaping the future
The Sankofa symbol, the most common Adinkra symbol in New Orleans, is the one we championed; it means ‘return and get it’ and involves taking the ancient and bringing it into the present and into the future. In my opinion, a suitable choice for a metalsmithing school.
Testimonial
“Jonathan is an amazing brand strategist. He has helped me build two different brands, and I have been completely satisfied with the branding guidance he has provided. You can expect him to provide a package that covers every aspect of branding possible. All branding services needed will be through Jonathan when it comes to my business.”
Jason Finkelman, client since 2020
Got a vision like this one?
Get in touch about your own project.