For several months I went through a series of heinous and disjointed brand visuals. I knew they weren’t “there.” While I am not a designer, I knew I could do better than what I had produced. After study that included books, documentaries, films, television, websites, guides, and observation of online and offline human behaviors, I had a breakthrough. All these influences and information came together and allowed me to uncover imagery that communicated the spirit of Joi Chadwick, the brand. I realized it was a smart idea to create a style guide to establish a visual language to help me keep brand communication cohesive.