Introduction

The process of developing a new brand identity begins with research. Once you get to know the history and soul of your brand, it is time to move on to a new logo. This is a time of exploration and development. Taking the keywords, personas, and brand mission, we developed 3 “camps” or aesthetics to build our designs off of. Then comes the sketching, the refinements and the iterations. The following pages chronicle the journey from inspiration to a new brand identity.