In this project I conceptualized a new identity for a local business. Whiz Kids is a toy store in San Luis Obispo, CA that sells fun, creative games and toys with an emphasis on learning and brain development. Their current logo needed some color and a completely new identity that attracted 
the right kind of audience. My job was to completely overhaul the existing identity–coming up with 
a new name, new logo, as well as a complete identity system (primary as well as secondary marks), and applications to showcase the new identity. After completion of the identity system, I created applications and a standards manual that outline how to use the identity.