This mock company designs mobile apps that are meant to be used alongside hobbies or to teach skills associated with them.  The company’s mission is to help craftsmen and women save money on physical supplies that go into the experimentation and learning required of crafts.  The symbolism behind the brand is that craftsmen and women work within their own “den,” and they must be clever and cunning - the fox - and always be thinking ahead - the fox facing the right - in order to run their own business.  The phone outline represents the products the company makes, and the fox emerging from its den represents the customers emerging with their crafts to share them with the world.

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The target audience is primarily millennials trying to start their own crafting businesses, though Gen X and some Gen Z are also incredibly active in both the craft and mobile app market.  In order to speak to the creativity and mobile app familiarity of the target audience, I chose Oregano as the main logo typeface.  Futura pairs well with Oregano due to the similarity in x-height, but it is also a typeface the target audience will be incredibly familiar with.

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Bright orange was chosen as one of the primary colors because it evokes enthusiasm, which is common for those who partake in crafts and are trying to start their own crafting business.  Bright blue was chosen as the other primary color because it evokes calmness and trust.  The charcoal gray was chosen because it represents stability and modernity.