The brand formation centered on the connection between humanity, nature, and the spirit of renewal. Wherever possible, we intended the brand to feel alive — breathing, pulsing, evolving. In the digital space, that came from subtle motion elements and interactions that greeted users on the homepage. In static pieces, such as print, it was mixing photography subjects (nature, landscapes, vistas, sky, humans, etc.) and graphical elements, such as blurs, gradients, and solid shapes.