Brand Identity

What is the saying…? “Luck” is when preparation meets opportunity. Whether by luck or other mechanism, I consistently find myself in rebranding situations, often for the very organizations for whom I work. Commence with the research, the napkin-sketches, the pitches to the higher-ups – and the higher higher-ups after that. Eventually… a logo!… And a brand-standards guide, and mission, vision and value statements, and collateral, and merch, and…