Well, I guess its a little like giving birth, not that I've personally had to experience that particular ordeal (I let my wife take care of that one)... the long wait followed by the pain and then the joy of the new 'creation' as it emerges... OK, so maybe that is a little melodramatic but when a design company comes to look at its own 'branding' and focuses its attention on itself, which is what we've been doing over the past couple of months, then things can get a little fraught. You see, as designers we've all got strong opinions (show me a designer that doesn't) and whilst we all have the highest respect for each others professional views we also all feel passionately about the way we present ourselves to the outside world. Needles to say, there were some pretty lively discussions! Mind you, its great being surrounded by a bunch of colleagues that care so much. If they didn't, I'd really have something to worry about. The truth be told, there was very little dissent and we've created a new identity for the business that more accurately reflects the way we see ourselves and hopefully those we work with (clients and suppliers): highly professional, slightly understated, uncomplicated, straight forward and yes, maybe even a little stylish! I suppose another way of describing it is 'getting a taste of your own medicine'. You see, we're doing it all the time for our clients, creating new identities or developing existing brands, and sometimes we possibly can get a little blasé about it and don't fully appreciate quite how traumatic it can be for them. Rest assured, that won't be the case any longer! Julian Sanders
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