The guys at Shift come from a depth of wellness I did not know existed. Their attention to all parts of people's well being is pretty amazing. Starting with the thing that keeps us all going, our breath. They wanted a brand that omits performance and reliability. Things that their customers come to them for. The nuance in which we spoke about the ins and outs of the font selection, colors, etc. all came from a really educational brainstorm session. Most of the calls happened while they were hiking and I was eating a bowl of cereal. It really put things into perspective for me.