Understanding where the “owner” was coming from when he/she first dreamed of this idea. Original inspiration quite often has the germ of an idea and a golden nugget that can help define the root of a brand’s identity. In some cases we’re helping better articulate what the original intent was all along by helping bring a better framework around the idea and positioning it in a better manner. Freshening an idea up with contemporary language and visuals can help bring better clarity at times.