The most evident obstacle in the rebranding process was identifying the aspects & elements of New Wave's current visual identity that would transition (although reimagined) into the new identity. The key was to dive deep into the essence of the brand to discover their "visual current" — the key consistencies & character traits under the surface that have continued to set them apart in the industry from their very inception. After that navigating the rebrand felt effortless as decisions were informed by insight & a deep knowledge of what really made New Wave tick.