Concepting branding for a data recovery service seemed to be dull until I thought of the kinds of potential users of the service. Focusing on College students as the target audience allowed me to hone in on a friendly visual direction. The “va” of recuva immediately gave levity to what can be a cold and impersonal line of work, so I made sure to incorporate it as the main component of the logo. I wanted to offset the cold, tech look with warm cardboard tones and playful borders using the “va” from the logo.