This company approached me to create a new brand for them, having never formed any kind of visual identity in the time that they have been trading.

The symbol of a butterfly seemed like a natural way to go, however keeping in mind that a butterfly be an overly common or overused element for companies that promote growth and transition, I wanted to be careful with it.

Figuring the company name into the shape of the butterfly was the direction that I decided to go - and it paid off. I also avoided the use of block colours and solid fills - the gradients and colour changes further compliment the notion of transition and change.