The 2008 financial crisis greatly affected the lumber industry, giving it a bad rap that still lingered years later. So, BSL asked Bob to renew its visual identity in the hopes it would help the brand spring back. We started by reviewing the brand positioning and then reworked the entire brand architecture, clarifying the offer. Mitis was born, featuring a fresh new visual identity, one we proudly showed off across all brand touch points. You might say we went all out.