I was originally hired at Jeenee Mobile to redesign and maintain their website, but it soon became clear that they were actually after an entire new brand direction to go along with it. My task of coming up with new web concepts turned into an exercise in coming up with new brand directions at the same time.
Initially I felt severely underqualified, trying to come up with an entirely new brand direction from scratch, for a company I knew very little about. But management loved my initial concepts, and it became easier from there. We ended up going with a rustic, down-to-earth, not too perfect feel, which I felt very accurately reflected the nature of the organisation in general. The new brand became all about honesty and genuine human interactions, with a new hand-drawn icon set and a bright new color palette to match.