What emerged was the idea of an organization that serves as a catalyst for change rather than just a self serving entity. The identity needed to be a "transparent" identity that needed to depict the values without coming in the way. The central idea was a simple typographic solution that integrates the acronym PLUS within the name itself, creating an identifiable mark across formats. It was a great collaborative and creative experience working with you. You not only designed an amazing identity and website, but you also helped me understand and refine my firm's vision and brand. Your professionalism and attention to detail made collaborating across two continents effortless. — Ari Daman, Founder