for Bosh

   Bosh is an advisory offering strategies, by the book or against the grain, that deliver results to companies that need change.

   The state of consultancies slips into lofty projections, murky promises, and echo chambers. Then Bosh came along seeking to shift that perspective. The task at hand meant partnering with Bosh to articulate the empathetic willingness and contrarian philosophy they bring to their clients—business leaders looking for results no matter what the road looks like to get there.
   The brand system is a result of leaning into clarity and contrarianism with a name that means "absurd,” a B that faces counter to what clients might expect, and illustration as metaphor—demonstrating the challenges that leaders face day in and day out.

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Naming, Strategy, Brand Identity, Motion