New York based Mission Photo Production approached us to create a new identity for them to increase brand awareness and strengthen their online presence. With a name like 'Mission' it would have been easy to fall into a cliché. We wanted to stay away from these and concentrate on creating a confident and functional mark with an established quality. We inherited the Helvetica Neue font and therefore needed to balance it's utilitarian nature with the personality of the client. To this end we used of a soft pink hue as a generic background colour on all communications. This made the brand more human and approachable whilst retaining a professional and efficient feel. The new identity was applied to a new website and suite of stationery.