The work that we did with SagerMonti, like much of the work we do with our clients, is invisible. This may seem strange for a design firm, but it’s the case. The development of the identity, with its ‘framing devices’ and the splitting of the positioning line so that it counter intuitively “starts” mid phrase, begins to suggest the role that SagerMonti plays with its clients within the design profession. The samara, which will be continually utilized as the site is further developed, was chosen as a visual device because it is organic, falls from trees in seemingly limitless quantity, is carried on the wind and suggests renewal. In this way, the samara represents an idea.