Their original name — Black Pearl PDM — didn’t reflect their deep level of expertise. They needed a name and brand identity that felt more aligned with who they were — something that would signal confidence, capability, and forward motion.

When we guided the team through our one-word mission exercise, they landed (with complete conviction) on the word process. Not the flashiest choice, but one that reflected exactly how they saw their role: bringing order to chaos and guiding clients through complex transitions with care.

That became the seed of a bigger brand story. We identified their archetype as The Explorer — deliberate, prepared, mission-driven. Unlike wanderers, explorers pack with purpose, train with focus, and map their journey in advance — all characteristics echoed in how this team approached client work. That metaphor led the way for a visual identity rooted in arctic exploration.