At the beginning of 2008, we were renovating and moving to a much larger office. Aptly, we also began the process of re-branding ourselves, only to discover that we ourselves were our own most difficult clients ever. After days and months of discussions and drafts, we overhauled our work processes, sharpened our brand promises and characteristics, and reinvigorated our sense of design purpose. Graphically, we managed to retain the dexterity and semantically neutral nature of the old logotype while injecting a new personality relevant to our new branding directions.