We started our work with founder Marc Koehler by understanding him and his offering (beginning with a 90-page manifesto outlining his full vision). From that understanding, we developed a powerful Brand Strategy that dug into the company's history, word exercises, competitive audit, personas, mood board, and a summary creative brief. That work gave us the foundation for our logo work. We started with wide-ranging pencil-on-paper concepting, then digitized into a handful of explorations before polishing a robust family of logo files. With that, too, we developed a styleguide that outlined standard treatments for the company's logo, colors, and typography.