Making an acronym explain itself

From the beginning, we recognized that this very specialized manufacturer in the retail industry had two needs: first, clear communication of its brand, and second, an appealing visual approach to its acronym that was straight as its value proposition, simple in composition, and engaging. With those parameters in mind, we created a visual identity based on elasticity, crafting a simple, appealing, proudly American, and memorable brand image that speaks for itself.

Visual identity