Building something from absolutely nothing.

Approaching this project was something I had not typically faced before: a company or idea with nothing already defining or labeling it. So many times, I have recreated logos and branding in school and other projects, but this was my first attempt at branding something that had never existed before. This meant a whole new world of creative opportunity.

I started my creative process by breaking down the key words and elements of the company and what they offered. I was really working from all angles since I didn’t have anything to start with. I began looking over what was already there and quickly noticed that none of it worked. It didn’t relate to the company, and it wasn’t personal enough.

The key factor I walked away with was knowing that the logo needed to be something that could become the face and voice of the company. To me, that meant a mascot. I began my search and digging again, and that’s when things really clicked. We were branding and building something that, in the end, provides support, whether that’s scheduling support for a company or support through the scheduling system itself.

Then I started thinking about scheduling and how we often organize our lives around time, dates, and even the stars. Who do we most commonly associate with the stars? Astronauts. Astronauts provide support, and they also receive support from Houston back on Earth. At that point, the search was over, and the creative process truly began.