San Francisco's product design studio, Whipsaw, approached us for assistance in revitalizing their brand identity. Their primary goal was to establish a unified theme across all collateral, incorporating graphic elements that could resonate throughout the brand. Our process began with a refresh of their existing color palette, drawing inspiration from the real-world materials integral to their daily work. Subsequently, we explored graphic devices, opting for elements that conveyed a sliced appearance, reinforcing the visual association with the "saw" aspect of their brand name.