During a time of transition from the developer and geek culture to the mass market, Be choose to redefine it's image. We contracted Fitch of San Francisco to develop our new identity and business system.

I assisted in Fitch's work, acting as a design liaison. The development of the new identity needed to reflect the products and the culture of the company. I worked directly with their designers to guide and manage the process of developing the materials, paying special attention to product packaging. We used artwork and elements from the package were used in the product and vice versa. Later, I produced additional materials that fit into the new identity.