We always start with listening to the customer and our internal people. Stakeholders, sales, operations delivery, and so on. We took those insights and made a palette that would work with all kinds of corporate brands and event brands. It’s neutral and simple, but really sophisticated. We then looked at scale and proportion. You have these series of dimensions that are consistent. This creates a design language of beautiful proportions that appeal to 99% of the population. You're able to take these designs and multiply it across different assets, scales, and design types to create a unified look and feel.