The last few weeks I've spent developing a brand identity for an everyday eco-fashion startup based in the US.

We've been through two name generating exercises and have secured a name with no prior trademark applications and a clean URL. I've developed a neat naming process package for this project, which I hope will make selling a naming process to other clients easier in future. It's a creative-led and intuitive approach without all the legal checks and procedures that seem to suck the life out of most naming processes. And demonstrates a no 'cut and paste' approach clients of brand consultancies are often subjected to. As soon as the project goes public I'll exhibit this process.

We now have all the primary design elements of the identity, a brand idea which doubles up as a brandline and may quite possibly represent a new category in sustainable thinking. I'm waiting on a decision from the client as to which 'look & feel' direction this project will take. I hope to be able to show this work relatively soon, perhaps once a splash page goes up before the planned fully-fledged ecommerce website.

Watch this space.