Distill the complex personalities (and collective memories) of a group of like-minded people down to a unique and engaging mark while conveying their collective DNA and future aspirations: that’s what we try to do. These days, we feel that an identity should be planned from the beginning for use in an animated form on the Web (alongside all the other more standard applications). The marks we designed for inkpop (HarperCollins) and Discovery Wines are cases in point.