When I was approached to create a logo for Maureen O’Keefe’s luxury realty company, I was both grateful for the specificity of the brief and left feeling formally boxed-in. Maureen wanted something sophisticated to convey a luxury real estate experience and had a very clear vision in mind for a collegiate-shield emblem design prominently featuring her twin collies and the iconic St. Francis Wood fountain.  The prompt left little room for formal experimentation, which resulted in the first version of this logo feeling a bit busy. I reworked it to communicate a more refined quality, designed to be visually grabbing in each of its applications while utilizing typography and form to fulfill the original prompt of neighborhood nostalgia. I utilized the principle of synechdoche, or using a part to infer and represent the whole, to create this balanced and refined alternative design.