My friend and colleague Waldo Broodrÿk approached me with a need for new personal branding. He happened to enjoy the comparison of his name to the Where's Waldo books we all grew up with. He built his entire personal branding around this concept but needed a logo to represent it. Within minutes of chatting, I had the idea to incorporate the style of the iconic hat from the book series into an iconic W design. I quickly brought my idea to live and we both loved the design instantly and the logo stuck.