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Hatch ‘n Co.

These guys were Taiwanese manufacturers who’d designed an integrated keyboard and case for iPads. They made great products but hit a brick wall when it came to branding.

So we started with the core concept – what’s the main idea that would drive this brand – and latched onto entrepreneurship. Taking silicon valley for inspiration, I was tasked with defining the brand.

Slogan, brand definition (shown as “philosophy” on their site), product copy and brochure.

I began with quotes from real-life silicon valley founders. The words “Start early, start often, start over” was a twist on a real-life quote, and the strapline “Start something” followed on as an extension of that.