AJAX GENERAL, a new strategic consultancy and product incubator firm based out of New York City was looking for a branding partner to help them develop a brand identity that captured the soul and spirit of the company. The startup wanted an ambitious and unique mark that captures the company's stated goals of helping their clients seeking growth in a disrupted world. In addition, the client hoped to have hints of art deco period elegance and tones of a modern, digital, youthful world. Our solution was to use clean geometric interlocking initials to create a sophisticated lettermark that nods to an elegant monogram of yesteryear. We combined that with a vivid color palette that denotes the youthful, modern energy of the startup and the fast moving landscapes in which they work.