As the website of the technology company where I worked, this was set up to be a significant challenge. After a number of comp rounds of techy vs. hipster vs stiff vs weird, we found something that tapped into the energy and passion of the owner. I aimed for a color palette that looked like "the dashboard of a Porsche driving on the highway at night". Combined with the imagery of fire, stars and chalkboard scribbles, we were able to create a uniquely creative brand poised to build handcrafted technology for incredible ideas.