FLR PLN is a rental space for retailers to come and have pop-up shops or short-term displays. Retailers include women’s fashion, jewelry, men’s wear, and more. The FLR PLN team wanted their logo to be modern and versatile enough to pair with any retail brand. They wanted the remaining look and feel to be polished and relatable, which is where the softer palette and pleasant tone of photography comes in. The brand photography style ranges from images of happy consumers shopping, macro shots of retail items (hangers, clothing, etc), and blurred images of retail spaces (so as to not focus in on any one industry/retailer). See the brand elements altogether here.