I created the company and brand name for consort, as well as the logo and identity. Two cups and a taut string can take a message far. I like to think design—and how well a crafted message resonates with its intended audience—can take a message farther. As platforms like YouTube and Facebook grow larger, their risk appetite shrinks. They have a love/hate relationship with governments and bureaucracy. On the one hand, red tape insulates from new competition, on the other, fines and legal battles can be exhaustive. The government has a hard enough time interpreting free speech; how can we depend on social networks to get it right? Enter consort—red solo cups glaring and youthful. This brand strikes a perfectly young, underdog tone.