With out newfound clarity around the customers’ journeys, we set out to forge a new visual identity for PWSC. The first step was tightening up the name. We decided to abandon the full name, which was misleading, and made up entirely of common nouns. Instead we fully adopted the acronym itself as the company’s name. In this way “PWSC” becomes the proper noun, and phrases like “Home Experts” or “Home Warranty” become modifiers or descriptors. Armed with a better name, we developed a new logo, visual styles, image guidelines, and custom illustrations and iconography.