That is one of my favorite branding projects. Unfortunately, the client rejected the logo, but I decided to explore it after I delivered the final brand book.

The company never had a brand guideline or cohesion when communicating verbally or visually. So the first step was creating the brand's personality and tone of voice.

I don't see a brand as something we just see, but as a whole universe that expresses a company's personality, values, and goals.

In this section, we also explore practical examples of how to write and select keywords that we should always be used to reinforce our personality.