In the spring of 2011 we won the pitch to develop a new corporate identity program for Shray, a high-end luxury fashion retailer. The style of the design program was to be living and organic. Our design strategy consisted of individual color palettes, a visual base of individual handwritten typeface and identity enhancing images. In addition, we developed a collective imagery of the lotus and its color schemed backgrounds to bind the different color palettes together. Shray in sanskrit means glory. The color palette hues from yellow to red and purple to depict the morning glory and its exclusivity.