As my previous company kept expanding, I was tasked with the opportunity, as the Brand Manager and Creative Director, to define the brand hierarchy. Flex was a completely new offering, but did not fit in the overarching brand as a sub brand. It became clear that an endorsed brand hierarchy made most sense, and that was considered when I created the Flex Brand Guidelines. I used Photoshop and Illustrator for some individual elements, but created the project in InDesign.