Consciously, a startup, began as a browser extension designed to provide users with insights into a company's practices and ethics at the point of purchase, empowering them to make better-informed decisions about which corporations they supported – aligning their values with a company’s. My first task in my role as Creative Director was a complete rebrand. The company had initially launched under the name Tribe without a clear brand vision. Through a naming exercise, I collaborated with key stakeholders to rename the product, aiming to better convey the essence of what we did.