There are always those branding assignments that force you to dig that much deeper to comprehend the subject matter fully; BPEI was one of them. The non-profit, multidisciplinary organization sits squarely at the intersection of economics and ecology. My clients were a heady mix of scientists, economists, investment experts, corporate & project finance analysts and policy professionals. When they approached me with their branding need, they had just a name and a lofty mission: “to incorporate the analysis of energy efficiency into assessments of various strategies to reduce man’s reliance on fossil fuels while supporting our natural habitats and human flourishing.” They needed a logo, a tagline and a brand presence. However, before I could begin the creative process, I had to figure out who they were as a group (i.e., extrapolate the common thread that linked each member of the team) and essentially build their brand around the unique essence that had brought them together.