Journey. The Reforging Road.

The strategy is decided. The Reforging Road is where it becomes something a person can walk into.

One conviction governs the whole system: rebrand the product to rebrand the customer. Journey is the first of two expressions that carry it all the way to a finished identity, the one that reframes recovery not as a behavior to be policed but as a road that remakes the traveler.

The diagnosis found an identity problem wearing the costume of a behavioral one, and a story is the only thing that speaks at that level. So Journey gives the customer a road he can locate himself on, and turns every decision that follows into a way of telling him where he is and who he is becoming: the mark, the typography, the color, the voice.

What follows is that road, built discipline by discipline, in the order it was designed. It begins with the constraints the work had to survive.