Having recently joined the team and learned of the agencies long rich history, I was excited we were being asked to create a new visual identity for a 25-year-old organization, historically positioned as a mid-size B2B player with deep understanding of data. Seeing the opportunity to flex, we shortened the name, paid a lot of attention to voice, tone, presence, and grounded the identity in clean, crisp creative choices of purpose and distinction—aligning with our core values while celebrating our character.