Leslie was starting a new company where she gathers information and writes stories for those people or pets who cannot write as clearly and interestingly as a seasoned copy writer could. She had already came up with the name so it was up to me to design the identity. I designed the identity to match the idea of a story branching off and being more complex then just the main branch. She loves nature, so this branch idea with leaves made so much sense intuitively. There were design ideas that involved water and tree trunk rings, but in the end, this branch idea was her favorite. American typewriter was chosen as a given because this venture was all about writing.