Taking a previous work and creating a brand from it was the first step of this project. The source could have been anything—a small mark, a typographic book, a website, etc. The branding was to be created through the intial mark that would later develop into a logo, business collateral, and eventually a branding guide. When I chose to expand on a sustainable packaging assignment about an essentials kit for first time kitten owners, I had to establish a concrete mission statement that went beyond pet materials. In addition, I had to determine my target market and competition. For the app, I had to create something completely unique and marketable, an application that would bring in money to the company while retaining a productive and user-friendly flow.