TMP came into ownership of several thousand puzzles in acquiring management rights to a customized puzzle website. The company needed to find a way to liquidate that inventory of purchased puzzles and came up with the conclusion to create another eCommerce site, specifically selling puzzles and puzzle accessories. To do this, a brand presence would need to be established and an identity to fall behind. The goal was to create a logo that would reside well with a younger audience of families with children establishing a sense of playfulness. We also did not want to alienate an older audience as reports were showing that the audiences on the acquired puzzle site were at an older age. So my team and I powered through several research sessions and tons of sketches, revisions, and building off each other’s work. In the end, I came up with this idea and ran with it. I revised it several times, each making minimal changes to simplify the work and present a clean presence that would hold well with our intended audience.