I recently re branded my design company, Export To Reality with a new logo, (loose) brand guidelines and a set of illustrations.
I initially thought the lack of any brief, constraints and deadlines would be a good thing, and offer a nice creative freedom other projects lack.
It turned out to be incredibly difficult - without a client or even target market to consider I explored hundreds of styles and ideas, picking it up in between paid projects, and essentially starting from scratch each time.
In the end I sat down and really thought about what the company does and its values before doing any more design work - this really helped and I was able to look over my previous experiments and pick out the elements that really fitted with what I was trying to do.
I had already made a lot of the 3D scenes for the illustrations and by finally deciding on a limited colour palette I was able to quickly bring them all together to form a nice set that complemented each other.