Creating a brand is not something that can happen overnight, designing a logo and putting together a brand identity doesn’t happen in a few days either. There is a process we go through that takes time. In brief, there are seven steps we go through starting with client discovery, industry discovery and application discovery. After understanding these we starting sketching then drafting. In this process we created various logo options before Feeney decided their preferred version. This option signified blobs of solder forming an ‘F’, which gave them a modern, fresh approach. We then refined their choice and finally identity development.