Brand identity for the 2019 Dublin School of Creative Arts graduate exhibition, completed by myself and two colleagues. The concept developed in the way it did because, as creatives, we are working in a particularly critical moment in time. The world we are immersed in is one that is plagued with political, environmental and societal issues. As creatives we may not have the ability to save the world but, utilising our craft as our voice, we have the ability to respond to a multitude of issues that anger, motivate and inspire us. Through a certain level of ambiguity in our work, we can spark conversations, form opinions and inspire action. The identity was created to reflect both that purpose, and desire.