The brief was to create a distinct brand – beginning with strategy, continuing with naming and then finally, development of the visual identity. Early on in the strategy piece, we identified a strong vision for the brand, which was to be the most trusted brand in solving financial problems for property developers in Melbourne. During the naming process, we came up with the brand name ‘Wingspan’ – reflective of the capacity, skill and the experience of the brand in being able to not only carry, but also to creatively solve the challenges of its clients.