This was one of my more ad hoc projects, in terms of the process of building the brand identity. The logo already existed when they approached me, but their visual identity was still undetermined. Because they have board members with interests in the brand, it was a challenge getting everyone’s agreement on creating a complete brand identity in the usual manner; ie. creating house styles and items in one sitting. Therefore, I worked on this identity on a per item basis, always pushing the limits and amending where needed. After the first few items were created, I started to learn what the general preferences were, and finally came up with a house style that has been able to fit with all the items they need.