Boca West Country Club is an exclusive residential and golfing community located in Boca Raton, Florida. During my employment at IBI Designs, Boca West came to us needing help redesigning their previous logo and brand for an increasing younger target audience while still keeping the appeal of their old branding. With critiques from Ed Butera, I was fortunate to have this opportunity to plan the concept, illustration, production, color selection, and application of the new Boca West logo. Keeping their signature hibiscus, we designed a new modern hibiscus that pleasantly contrasts with the elegant serifs of a modified Old Goudy typeface.