An initial workshop revealed that the challenge wasn’t necessarily characterized by what was already there, but rather what was missing. Like many companies in the space, Turpin’s brand identity was rooted in a traditional monolithic logo treatment, a “signature color,” and not much else. Given today’s complex, multichannel landscape brands must perform in, it is critical they have a comprehensive identity system that could would span a number of use cases and environments (ie. signs, offices, web, social media, apparel/products, print etc.). This was all about refinement, tailoring and expanding upon what they had versus a total “rethinking.”