In 2012 a programmer friend wanted my help designing a logo for his pinball app. The app, Brackelope, made running a pinball tournament a breeze, and it needed a look that would match his competent, yet laid-back attitude.
After roughing around with different concepts we eventually landed on a simple, stark little bunny peeking curiously into your eyeline. The client loved it. (It looks amazing on a tshirt, too.)
With no existing marketing materials, I decided to approach the design by pinning down the client's tone rather than inventing a fictional persona. Cool, hard-working, and laid-back was more his speed than overly grim or serious. I reflected this in my approach and we found something that resonated with him and the app.