Consistency in identity and messaging is key to good branding, but brands should never be static. Branding needs to breathe to stay alive in the eye of the customer therefor small switch ups in the branding are necessary. EnviroLeather had a graphic standards to follow—which we adhered to—but we made micro-updates to the logo lockup, color palette, photo-style (used in environmental renderings) and print/digital layouts (i.e. brochures, trade ads, e-blasts, and PowerPoint presentations). EnviroLeather is a healthcare design brand (faux leathers that are built and designed specifically to service healthcare environments) so we modernized the brand ecosystem while being very clear to the mission of the company.