The goal was to create a unique brand for PureProtect, allowing the product to stand out amongst the competition and within the core brand platform. To eliminate confusion between the parent brand and the product identity or, if the product fails, eliminate negative impact on the parent brand. A tie to RideKleen (parent company) was essential and accomplished by paying homage to similar typography, design language, and structure. Creating a robust brand platform with flexibility and growth as new services and products are developed.