As we do for every client, we either meet face-to-face or via video or through a phone call and talk. During these “talks” we get to know our clients and they us. It’s intended to be a comfortable, relaxing and open conversation. Business conversations don’t need to be staid or cold and colorless. From these talks we are then able to get a better feel for the client and their product or business. It’s how we learn and ultimately are able to craft a timeless and verifiably unique brand.

It was through one of these wonderful conversations with our client from GlenPointe Optical Corp. where we were better able to conceive an identity that adequately fit with our client personally and professionally. After research and time, we detail our thoughts and notes within a document that will anchor us as we move through the design process.

Glen: A secluded narrow valley. More typically one that is long and bounded by gently sloped concave sides, unlike a ravine, which is deep and bounded by steep slopes.

We are word people. Synonyms, antonyms and meanings are important to us and obviously exceptional to an identity and brand. With GlenPointe Optical Corp. we fixated in on the words, “Glen” and “Pointe”. As it turned out it was an incredibly astute point of focus and resulted in the ecstatic response from the client. A glen is a valley, typically one that is long and bounded by gently sloped concave sides, unlike a ravine, which is deep and bounded by steep slopes. John Whittow defines it as a “Scottish term for a deep valley in the Highlands” that is “narrower than a strath”.

It is interesting to note that “Glen” is a scottish term since our client is an old soul whom loves an evening with a cigar and whiskey. With the additional information associated personally with the client, we were able to use colors typically seen in whiskey for the final identity and brand.