Working with people like William, who is a creative director, made it easier and faster to achieve the goal of the project. He selected the mood board and provided some sketches to guide the process and achieve the results since we were collaborating remotely. Delivering on brand promise and being able to maximize its reach across social media was one of the few mandates, to begin with. I delivered solely what was in the brief; to craft a brand identity that calls to the attention of all classes of people no matter the race, ethnicity, geographical location etc.