With this project, I assigned my self the task of creating a business and fulfilling the objective of designing a complete brand identity. This entails clear documentation of the mission, values and persona of all subsequent brand artefacts, both Digital and and physical. The business I came up with, is an app called pudl. A destination where independent artists, writers, photographers and other creators looking for work can easily establish a connection with employers, who can easily navigate their way through portfolios through an intuitive and accessible app design.