Unused work doesn't mean it's wrong... This was a brand identity concept we at Jords+Co Studio did for Primora where we pushed the boundaries a little. How far could we take institutional credibility before it lost the energy and vibrance of blockchain and crypto (and vice versa)? The concepts that don't get chosen are often the reason the final direction lands so precisely. They test the edges and reveal where the line is. It doesn't mean the work is wrong. It's built on the same insight, the same foundation, the same strategic positioning. Just emphasising certain attributes over others. I loved this direction. Thankfully I loved the chosen one too.