From a strategic standpoint, we created a brand prepared to face the generational management changes taking place in the North American market. On the other hand, we ensured it was a brand with a human yet professional personality, capable of captivating markets like Europe and Asia. From a visual perspective, we organized Foremost using a “backing” brand architecture where a module inspired by the world of foliage becomes the central axis for representing the brand and each of its subsidiaries.