Focusing on selling their services to high-end, millennial consumers, the brand was developed with the intention of attracting such people by incorporating clean lines in a flat design. In order to fully understand the brand’s vision, moodboards were created to capture the tone of voice and persona, allowing both parties to connect on the same page.

The design of the logo utilizes the well-known “diamond” icon, while pushing it further with the letters “L” and “M” from the brand name. The simple lines create a elegant look that mimics the style trend many brands are following.