ABOUT

When we were discussing the brief, Adam wanted the business to be a personal brand but he was adamant on the business not including his name. We discussed a few name ideas but none were feeling right. I decided to present two concepts to Adam: the personal brand approach with his name and face on the logo, and the corporate approach with a regular logo and the name ‘Evolve to Thrive’. Immediately I knew that the first approach was the winner, and I was relieved to hear that Adam agreed. Sometimes, going against the brief brings a better result.