I pitched the idea of a separate brand identity for the Storable internal brand, and the idea of an employer brand was born. It helped define the culture of the company for both employees and prospective employees. In this process, we leaned into the idea of a kinetic brand, which allowed us to express the individuality of the people who made up the Storable workforce and the different departments they work in. The hexagon in the Storable logo was the unifying element for everything in this dynamic brand system. It was embraced by Storriors and recruits alike.