Today I had lunch with Andi, an old friend of mine who is a Designer and Art Director living and working in Berlin. I’m in the middle of “rebranding” the small web design studio. I’ve been running for the past six years and Andi is helping me with creating a visual identity.

In the last few weeks I’ve been trying to come up with a name for the business and I’m hopelessly stuck. My initial idea was to provide Andi with a name so that he can go on and develop the visual elements for whatever idea I’d come up with. That hasn’t worked out so far.

So today Andi suggested that we start with mood boards instead and focus on a broader kind of design atmosphere first. I really like this approach because visual thinking is something I prefer to abstract concepts and I’m absolutely sure, that this will work out the way we planned. That’s what I learnt today.