Matt Mendelsohn is a true artist, exceptional photographer and friend. I met Matt in 2005 when he needed a "professional" logo and promotional marketing kit for his work. He was on a budget, but had a strong sense of the aesthetic he was looking for. He had a traditional photography background, and an atypical and astounding career of work to showcase. The work varied from weddings to photojournalism to celebrity portraits, so the vessel for the portfolio needed to be minimal and elegant. After several rounds of concepts, iterations, sketches and brainstorms, I ultimately decided his signature, found scrawled at the bottom of many of his limited edition prints, was his logo mark. As art director at Orange Element Design in Baltimore, I developed a full kit, as well, that was mailable, customizable and hand personalized for Matt to share with his clients. The marketing kit won a regional Addy award for the Mid-Atlantic region.