In the true "FIRE, READY, AIM" spirit of the Design career, sometimes we're asked to figure out the details once a direction has been established. Being asked to develop the brand expression for the previously established GiveBlue organization was a rare treat due to the inherent challenges of formally defining a brand while it currently exists. Design challenges are what get me out of the bed in the morning, and this project forced us to undestand who GiveBlue is currently, while crafting a visual pressence stable enough for the future.