When Pentad Properties engaged us for brand strategy and design, we didn’t realize that we were dealing with partners who self-described themselves as “alpha-dogs”, and who, despite their mutual interest, are sometimes competing against each other. It made our d1: Discover phase very interesting, to say the least. By the time we got to d3: Depict, we had only barely managed to agree on the name of the company and the tagline, let alone a brand position that made sense. It’s taken some time, but together with their move to new offices, we rolled out the new identity, featuring a symbol and a logotype that contrasts with their previous very condensed typeface, using custom designed extended letterforms. We’re currently working on collateral and their website.