A minimal and easily legible design was selected to ensure a long life. The logo was created to showcase the sophistication of the brand which was achieved through the simplicity of line and hierarchy. 

Black was chosen as the primary color but the logo is flexible enough to support multiple colors. 

The minimal line design was inspired by sporting brands like Adidas and Nike that have been successful throughout a changing market. The overall look is clean, modern and simple yet sophisticated; this was then used for the business card, letterhead and envelope.

The typeface and color palette are chosen to create a high contrast design. The unique single page design of the websites were chosen to allow for an easier viewing experience. All design decision were intended to be consistent with the brand identity.