After a few months of designing and several iterations, some projects tend to be more demanding than others. Not that it's a bad thing. It's great to have this level of demand and to be searching for new solutions, as the outcome tends to be more rewarding. And as creatives, this is where we shine as problem solvers. I like to think that this was one of those projects where a very subtle line between concepts needed to be found. There was a need to innovate visually while retaining assets and elements from the previous visual identity, and to present a new solution that would feel right to the client. All of this to say, I'm happy to finally get this project done and showcased. The full project can be seen here