Conversations were happening with strange agencies, behind closed doors, in mysterious “war rooms.” People were nervous.

The possibility of massive change created a vague tension amongst the herd. It was the question everyone had, with an answer some didn’t want to know. Does it embody the DNA of the brand? (We boiled this down to four words: Optimistic, Clever, Confident, and Clear)Īnd so it began.Is it distinct (in and out of our category)?.So at each stage of the process, we asked ourselves: And keeping a team of talented, smart, passionate people moving in the same direction can be difficult. But what’s challenging throughout the process of a redesign is remembering why you started down the path. To fall in love with powerful words or a flashy new logo. It’s easy to write a lofty purpose and inspiring mission statement. And when we agreed that was our place in the world, the process of building a brand system that reflected our purpose became clearer. We want to provide a way to help you focus on what matters most. Why do we strive to create products that allow people to achieve these things? Why do we come to work everyday? Because we care about what you care about.

Yes, we do all of that, but we needed to get to the why, not the what. None of them were wrong per se all of them reflected aspects of what we do: We help you remember everything.

When asking ourselves what we stand for, the question yielded an array of answers.

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