Joua is a seamstress who co-commissioned Arlo to design a logo to brand her work. The requested logo would be used as a branding asset on hem tags sewn into the garments she creates.

Mindful of the limited space provided by a hem tag, Arlo kept the design simple and compact. He aimed to create a graphic that would remain versatile and legible, even at its smallest size, which led him to focus on Joua's name. The limited number of characters gave him the opportunity to design simple, balanced shapes.

He began with a bold font, converting the letters into vector shapes and adjusting them to ensure equal heights. He then turned the "o" into a perfect circle and spaced all the letters evenly. Following this, he collaborated with the client to determine her focal point for the design. He suggested making the "u" wider to match the "o" and maintaining equal space between the letters or selecting letters and shapes to bring together and interact with each other. She requested that some letters interact more with each other.

With this guidance, Arlo worked on achieving balance, aiming to reflect the shape of the "j" in the "u" and connecting the "u" and "a." To mirror the "j" in the "u," Arlo intentionally removed part of the right side of the "u," ensuring that it still remained legible. Next, he adjusted the position of the "a," aligning it with the modified "u" to recreate some of the characteristics he had removed while also reconstructing parts of its original structure by removing the left side of the "a."

The primary goal for the logo was to ensure its legibility and versatility. Joua's favorite color is yellow, which she wanted to incorporate into the design. After discussing color options and practical considerations, it was agreed that the logo would be black by default and printed on a yellow tag, incorporating Joua's favorite color while maintaining legibility. Alternatively, the logo can be yellow when printed on a black tag.