Sometimes you don’t get a strong brand identity execution through to the next stage because it simply doesn’t fit as well as the alternative. that does not mean it wasn’t strong 👊 I like to throw wildcards into the mix for my clients 🎲 I always like having a contrasting idea sat against the expected route. it just comes from how I like to work. with this brand I’m finishing up the full identity for another direction, but I couldn’t let this go to waste. does it teeter on the edge of legibility