It’s always challenging when a start-up has the seed of an idea but no identity, no positioning, nothing. But that’s refreshing too, because that allows a strategic and creative firm like us latitude to really help a company grow. That was, and is, the case with consumer packaged goods company Urban Farmer. We not only developed the company and brand name, but extended branding into product lines and packaging to provide a unified and cohesive positioning. After consumer testing to ensure the brand had resonance and relevance, we then grew the brand through identity materials, brand guidelines, in-store packaging and communications materials.