The making of the Pragmatic visual identity

First drafts.

Finding a promising concept.

Testing it out.

Putting together the first presentation for the customer.

The client is concerned about the metamorphosis with a copybook, so we get back on track.

Pushing the idea to its limits.

Second presentation.

The customer believes it's too busy, though he does like the general direction.

Sketching packaging, vehicles design, and catalog.

Deciding on a simple logo and getting ready to introduce it to the customer.

Rejected vehicle artwork.