Dee Smith and Associates is an organisation with a reputation for its high levels of expertise and skill set in the IT industry – proven by the organisation’s ability to continuously deliver results. However, they had a very basic logo and no real identity. We were asked to drastically change this situation! The basic concept of using something that aligns to information technologies and financial services, was the loose idea of a cable. The use of a FLEXIBLE cable forming the letters, aligned to the important FLEXIBLE problem solving and product customisation benefits, which we discovered in their brand positioning process. The logo also had to have a more organic feel which brings in the softer, APPROACHABLE, ‘people’ side of their company.