From the basics of our initial talks it became obvious that social media was going to be only half of the story. To do things right for the company what they needed was an overall campaign. They needed social media, general marketing and a wider overall inline presence. We talked and talked some more and gradually we started to establish the foundations of an approach. With all brands there are foundations to be built. It is not just a startling logo, a punchy tagline, it is more. A brand is built up of palettes, styles, image banks, an overall message, a portfolio of images, each contributing to the overall impression given. It is not just a single image, it is properly a series of interconnected scenes or rooms – if I can employ such metaphors once again. The process of getting to know the client helps to build all of that. Ultimately they become something more than a client. It becomes a partnership which is built on an understanding of each others characters.