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Episode 31-3 Key Factors When Designing Your Logo

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Startup Nation, Meet:
Alexandra Neto
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Alexandra epitomizes integrity, energy, hard work and passion into every design project she executes. Her love of art and design was evident at an early age and flourished through an international upbringing, spending time in Peru and Canada before settling in Fort Lauderdale, Florida. While receiving her Bachelor of Science degree in Graphic Design from the Art Institute of Fort Lauderdale she interned for the South Florida Sun Sentinel’s marketing department. It was during her time at the newspaper that her intent to one day become the creative director of a company was solidified.

After winning the award for the best portfolio in her class, Alexandra was offered her first career opportunity with Univision Online. Positions with more responsibility soon followed.

After several successful years as an Art Director, Neto was presented with a challenge that she turned into the greatest adventure of her life (so far). In 2010, when the software firm she worked at was acquired, Neto could either continue on the corporate path or perhaps create a new path on her own. With positive feedback from coworkers, supervisors and clients, Neto realized that with her talent and determination she was ready to take the next bold step within a market ripe with possibilities for vibrant and innovative thinkers.

Founded in 2011 Neto branded Otena Concepts as a boutique design studio tailored specifically to a customer’s unique needs. Today Neto and her team of graphic designers, web experts and marketing strategy professionals strive to create authentic connections between clients and their key target markets. Neto ensures that each and every deliverable presents a good, clean, memorable design, on time and on budget. The business model continues to work and the company has steadily grown over the past 5 and a half years.

Otena Concepts’ current client portfolio expands diverse market segments including 50 Eggs restaurants, Citrix software solutions and the Atlantis Resort and Casino.

When not brainstorming her next creative project Neto enjoys travel, paddleboarding, cooking and attending local art events in South Florida. She remains an active supporter of many local organizations such as the Cystic Fibrosis Foundation and the Humane Society of Broward County. As an organization, Otena Concepts participates in local Thanksgiving food delivery events to those in need, volunteering at the annual Alzheimer’s Association Walk and more.

As web and mobile marketing opportunities continue to grow at a record pace, Alexandra and her team remain vigilant to providing clients with the creative and content services that will build brands, offer worthwhile returns on investment and of course designs that will continue to turn heads for years to come.

Show Notes:
  1. What to Consider When Creating Your Logo

  2. How to Communicate to Your Designer What You Want

  3. Avoid the Biggest Mistakes

Resources & Giveaways
Guest's Contact Info:

Daniel Fava, founder of, is a website and WordPress expert whose passion is to help psychotherapists create websites that attract more clients through simple online marketing.


After seeing how the website he built for his wife’s counseling practice helped fill her calendar with clients, he began sharing his more than 15 years of online-marketing and web-design experience to help others do the same.

Daniel offers web design services, consultations, online training and tons of free resources to help therapists overcome tech-fears and grow their business through online marketing.

You can get free access to his library of PDFs, cheatsheets, tutorials and ebooks by visiting

Our experience working with Daniel has been awesome. It’s so nice to have someone take care of our website needs so we can focus on what we’re most passionate about. Daniel has been so easy to work with, super responsive, collaborative, and always gets the job done. We’re so grateful to have him on our team!

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What’s up #StartupNation!?! We’re so excited you’re here. In case you’re new to our community, I’m Dr. Kate Campbell, LMFT (on the right) and my business partner aka “BP” Katie Lemieux, LMFT is on the left.


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