I've just completed a new Visual ID for Lee Hancock. Lee is a consulting arborist who wanted her identity to reflect the consulting aspect of her business as much as the actual job of being an arborist. Inspiration was drawn from the growth rings of a tree and to some extent, the way architects depict trees on site plans. The segment on the right between 2 and 3 o'clock is a stylised pencil representing reports and consulting. Lee was extremely happy with the result saying it was exactly what she was looking for.