Building Better Business is a newly formed business organization for the greater Limerick area, where local business leaders can come to exchange ideas and share valuable information about their respective industries. We joined at the ground level and were contracted to design and develop their logo, branding, and web presence. Being a newly formed organization, Building Better Business had no identity. It was up to us to develop a branding strategy that fit within the organization's mission. One of the key elements that we wanted to focus on was color scheme. So many businesses use very strong, sometimes off-putting color schemes, which is why we thought it was important to come up with something that was professional, yet inviting at the same time. This philosophy carried over into the logo design as well; we decided to use a serif, sketch-style font to reinforce that Building Better Business was there to do just that: build better businesses. With this particular font choice we were trying to deliver the message that this organization was helping to provide a blueprint for success.