The word myriad means: a countless array of something; and the visual of a kaleidoscope is made of millions of little facets that when turned and moved, create a beautiful comprehendible visual shape. The name as well as the visual language for this project was born from dissecting the job of a copy-writer. A copy-writer takes words which are made of letters and essentially thousands of little sounds and puts these into sentences to create a purposeful message. This is exactly what happens when looking through a kaleidoscope, thousands of little facets move into purposeful form. This design approach of creating from the inside-out enables a brand to tell a story, not only giving it purpose but also exciting the client. The re-brand of Myriad gave the business a new outlook, new energy and opened doors to new opportunities.