The 1st concept matched the personality of a fun brand that was being aimed for. Despite modifying the type because of the connected lettering it was inevitable for the li letters connected to look like a u and read potentially as the f-word instead of flick. After struggling with this I leaned into it more and has the idea of using an asterisk as the dot for the letter I and for it to look like a camera flash. The last concept was scratched for the details would not be scaleable. I kept the star idea with the mark and played more leaning to the personality with the name.