This concept is based on wordplay and games like Scrabble. The focus of this concept is how a suprising amount of creativity can spawn from a standardized framework of ideas and processes, a kind of "idea factory" if you will, that constantly churns out new ideas by following a consistent and reproducible process. To bring this out, this concept has monospaced typography laid out in a strict, unyielding grid (symobilizing the consistent framework underlying the idea generation) which is then rearranged in a suprising amount of clever typographic permutations and combinations (symbolizing the ideas coming out of this rigid and consistent framework). The branding then carries on with the "grid” concept and develops a life of its own as can be seen in the slides below...