For years, I had been helping the existing marketing department on a freelance basis. Because of the rapid growth of the company, the time came where they needed a lot more of my services and I was really enjoying the kind of projects they gave me. We sat down and discussed how to balance the speed of the projects with ensuring the quality. In terms of work, they were looking for more than just slapping a logo on stock photos, but rather they wanted to really build the cohesive brand identity to match the trajectory that the company was headed. We discussed strategies on how to get there, not just solve immediate requests but to really tell the story of the ways the company impacted the industry.