Branding developed and designed for personal use as a freelance designer and a usage guidelines booklet for the implementation of the branding.

The brand originated in three words: Simple, Strong, and Tenacious. Simple design with a strong impact that portrays the tenacious attitude of the designer. The image of a strong animal, provides weight and impact on the page in a simple way while maintaining tenacity. The name comes from one of the northern hemisphere’s oldest and most important constellations.

The physical is represented by the constellation and the imaginary is represented by the bear. On the cover of the branding guidelines book, in the business card, and in other print material, you can see through the bear into the constellation. The imaginary and the physical blend together to form a cohesive brand identity.