Brand new business ideas require close collaboration and a lot of listening on the part of the designer. 

Mountain Sports Marketing is the brain child of Liz Little, a marketing expert looking to launch a new consulting practice in the mountain sports industry. She wanted her mark to reflect her analytical and first hand knowledge of the space, her business value, and her creativity. 

I got to know Liz and through many conversations, I built out severak different approaches to the challenge from tidy line work on top of crisp imagery to spirited brush work, evoking tracks cut through deep, early morning powder.

Her final choice was "the knot", inscribed with the business initials "MSM" in a diamond. The "S" represents the path weaving through the "M"ountains and the enclosing diamond shape represents business expertise. The diamond references a play on the "expert" designation of a diamond symbol you find on the most challenging ski slopes.