I began by analyzing their current logo, making note of its color and design. I then looked into what the company is - they build end-of-life care programs for primary care groups. Because of this, I considered including elements in my logos that are common with other end-of-life care providers - namely: hearts and aid symbols. 

In order to keep the "A" in the logo but also include the shape of a heart, I tried designing a stylized "A" with smooth curves to reflect the caring nature of the company. I also tried a smooth design without an "A" at all, as well as designs that more explicitly stated the company name. 

My main priority in this project was to give the client as many options as possible, while sticking to their original theme and values.