Someone starts to lead and they're beginning to point the conversation in a direction, and other people want to play with the boundaries of those constraints and start adding images. Everyone's colouring a little bit outside the lines which is also fun because it leads to new ideas, or leads to ways we can evolve a brand in a certain direction.

It was very exciting for everyone to be adding to it, and it became something that—before we actually spent the time to sit down and just write style guides, we passed around agencies and partners we worked with, and we said 'Look, we don't have style guides, but we're kind of this, whatever this is.' And then we just dumped this huge Niice board on them, of all these different photos and pieces of inspiration.