The client brought the project to me during a Three Day Startup session. During a long weekend the client formed the business and needed a basic brand to pitch with their final presentation. This meant a limited time frame for a competitive analysis of their market, and an exploration of possible solutions.
Since the brand would be primarily used in a Business to Business market, a solid logotype and mark was in order. However, since the company would be producing physical goods at some point, a mark that could be simplified for use on a variety of substrates could be necessary.