Conceptual Brand Development

LEAN is a group of entrepreneurs, creatives & strategists. Incredibly logical minds and thoroughly artistic folk. A force field of creative people working to help solve business problems – without job titles and hierarchies. It’s just an alignment of the smartest people working collectively to co-create solutions to briefs.

Launching companies and breathing life into brands  – the journey is their point of difference.



Lean requested a unique visual identity that represented who they were, visually. They wanted to focus on the idea of a “journey” – as it was their main point of difference. They also wanted a brand that could become a chameleon to its environment, similar to how their team would adapt to their clients needs.

The following work is a breakdown of the conceptual development that lead to LMFM.