When LHC first approached me, they were partners with LinkME Global (who I had done work for prior to their partnership). LHC saw the opportunity to launch a hospitality academy in Iran, and wanted to create a branding strategy that would start with a logo.

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I had offered a multiple options which I had brainstormed, researched and sketched on. Finally, LHC fell in love and chose one. The shield symbol is used to communicate confidence, no retreat and no surrender from challenges of life; which is what they and their students would stand for at IHA. They will be confident people of great status who will never surrender in their quest for knowledge. LHC loved the concept of that approach and the brand grew from there.

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I implemented the colors and identity to all the different items mentioned in the "CONTENT" page from the brand manual you'll find below. A lot was needed since this was a University being built from scratch, so we made sure to keep in mind the personality that our prospective students would want to embrace to keep consistent with our communication. And I am glad to have heard the great positive feedback.