In this era of constant disruption and transformation, businesses from start ups to mature brands need to clearly define and communicate their purpose. The WHY can be the difference between sustainable success and irrelevance. The visual expression of that WHY is often the first, most memorable and meaningful connection audiences, both internal and external, will experience. I uncover the unique truth of an organization and expresses it visually, in a way that engages and inspires, building brand equity that attracts and retains passionate interest in a shared journey.