Story: Sarah from Invisible Partners wanted to start new. She had just left her company and was ready to start out on her own. She wanted a brand that connected to both the corporate world and the freelancer. She wanted it to shy away from looking too corporate. I used a hint of humour as the “I” is popping out from behind the “P” paired with a soft rounded font. The use of lower case convey’s a sense of trust and warmth.