The goal was to create a branding solution for Beth that would embody her ideas of change, evolution, innovation, and of course, emergence. As most tech companies are represented in some sort of hue of blue, the creative team strived to shy away from that stereotype and focused more on a holistic and organic palette that could be broken down into acknowledgeable elements from her thinking. They broke down her thinking into five key shapes that would symbolize technology, emergence, change, inquisitiveness, and energy.