Avenue Consultants are civil engineers—but don’t pigeonhole them. The brand book we created for them says “We are pathfinders, innovators, dreamers and visionaries. Where others see unconquerable mountains, we see possibilities.” It sounds lofty, but as we took Avenue Consultants through our Perception Branding 5d Process, we talked with their clients, and they said the same thing. The brand book not only lays out the meaning behind the brand, but also outlines the technical information—like color, typography, and logo do’s and don’ts that maintain the look and feel.