Client study - myPAnow

myPAnow is a small London-based PA company.

The director of myPAnow approached creatopia to create a corporate identity, website and some business cards,

Corporate identity
Initially the myPAnow identity design suffered from similar problems to the CBP Training design: lack of tangible product. Once again some lateral thinking would be needed.
Initially I started with the text. The PA in the middle was causing problems. Ideally it needed punctuation, P.A., as otherwise it was looking like 'My Pa now' which obviously was not the service they were offering.
PA needed to be capitalised so the decision was made to make all other letters lower-case to hlp distinguish between the words and the abbreviation. Several fonts were experimented with before one was found which had both the right difference between cases and the right feel.
Next attention was paid to the iconography to go with the type. After several false starts inspiration struck. One of myPAnow's provided services is secretarial. Secretaries use shorthand which could be utilised graphically. After some research it was found that Pitman shorthand had many strokes that were, as it would turn out, serendipitous in shape.
An M was a shallow arch, an N the opposite, a shallow U shape. A P is shown as a diagonal line. Vowels are a little more tricky, being dots or similar marks strategically placed. A little creative licence later and a logo was created combining the shorthand strokes into a stylised image of a winking person.
A series of colour swatches were created to see what worked and which the client liked. After discussion the dark red and gold became the final version.

Business cards
The business card design took the font from the logo. Clean in design with mainly white on the front and a large logo across the top. The reverse was red with a cropped, reversed out logo and the company strapline along the bottom.

Website
The client wanted something a little different for the website. Something a little funkier but stil smart and corporate. Initial content was supplied from myPAnow with the intention of delivering more in the future.
The colour scheme was taken from the corporate identity. Rounded boxes were used echoing the logo font and an image was chosen which matched the colours.