I recently joined a pretty fabulous group of people tapped by Jeff VanderMeer to re-launch the BookLifeNow site. It gave me the chance to work with Jacob Ruby and Marlyse Comte to help re-design the site. Jacob has shared about the initial sketch and design phase that when into the site. Here's a bit of the back and forth that went into creating the avatar that is used on twitter, facebook and tumblr.
It was a game of Dropbox ping pong between Jacob and I as we figured out which direction to go.
First, a first rough ideation phase
Then experiments in color/texture and playing with original BOOKLIFE imagery
Going back to black and white to simplify clean up,
And then, finally... adding color back in, to get the final avatar.