Our Own Design Discovery

Sometimes, or often as the case may be, the way to success is not a straight line. There are twists and turns but with each move we gain a little more understanding in the road we take. This was certainly the case for us as we explored our own corporate identity. Something we believe we had to experience so that we could best serve you, our client.

When we began Creative Freedom, the logo was simple, clear and direct. The image we came up with didn't take much prodding. It seemed to say it all — creative freedom is about getting out of the box.

When it came to putting together our full website, however, we thought that what we really needed to do was to stretch our creativity. A little too confined, we felt we needed to express more freedom — no limits, no boundaries.

So we decided to get rid of the box entirely, go with a completely different color palette, redo our image and pull in artwork that was less conservative and much more expressive. We chose brown and blue because these are colors that seemed to have strong appeal in the marketplace. Large florals and circular motifes were also trendy so we made use of them as well.

What we came up with is the following:

The design looked great. We loved it. Bold, creative, flashy — that's what creative freedom is all about, right? Well, maybe not entirely.

For a while we had everything in the works. We started to build print material to match, and worked to get it all in place for the full unveiling. Only problem, something just wasn't right. We couldn't take the leap. We wondered if maybe we were too caught in our comfort zones and just scared of change. But that wasn't it, either.

What we realized in the end is this just wasn't us. This wasn't our identity.

The brown and blue started to wear. It screamed for life. We needed something green. It was then that we noticed one of our business cards and our original logo. It's the image we were looking for. We had it all along.

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