Every brand is a concept. Every identity exercise is a whole journey of analysis, insights, ideas and implementations — the world brand creates, and the toolkit for the brand to manifest itself. How to create the key memory construct that would be instrumental, literal or direct, still relevant, beautiful, smart, brave and cute: an icon, a sign, a thing to spot and to remember?

	You gotta stand out. Instrumentalize yourself: when you never fit anywhere, you gotta be a pro at standing out. Fashion portals, night clubs, law firms, corporate internal programs, IT-companies, printers, discos, bars, delis, campaigns, task forces, academies, schools, fashion designers, TV channels, internet communities, restaurants, architects, bakeries, alumni conferences, oil drilling, piano bars, travel agencies, art collectives, private equities funds, cider brands, karaoke, — the journey is never over. MAKE A DIFFERENCE.
	Map the journey with guidelines. Every identity exercise is a track of analysis, insights, ideas and implementations — as the way the brand looks, talks and acts stays the most ownable and memorable for the audiences. Enable the brand to express itself and to stick on the back of the heads of the audiences, inviting them in the brand universe, using just very few tools, like color, shape, type and tone. MAKE IT STAND OUT.

Make it remarkable. Make it memorable. Make it a memory construct. Go back.