A Lesson in Green

Josh Greenhut is a brand strategist,researcher and writer based in Toronto. Because we were brought in on day one – and because Josh encourages a dynamic team approach – we were able to help with all aspects of this start-up, including the logotype, stationery, website and tagline. Without any legacy issues to complicate matters, we were able to ensure that every creative decision supported and underscored Josh’s “inside up” approach to helping his clients. This not only applies to the integrated ladder in the logotype and countless other details, but also the way the website navigation works. Both companies learned a lot in the process, such as this: if a person’s name begins with the word “Green,” you simply can’t use red for the logo. And although we haven’t committed the time and resources necessary to carry out conclusive research on the matter, we know it to be true.