Our consistent partner William Grant & Sons entrusted EJ its identity design for the Eastern European market. We have developed a motto and logo for the internal communication of this major strategic movement in the company. Laconic in appearance, the final version has undergone many changes in order to eventually solve all the tasks set by the client. The final result graphically reflects the essence and briefly describes the main values of the company as well as its current vector: “Engage, Exceed, Rise”. First two words, starting with letters “E”, became a small linguistic talisman – encoding the Latin name of the market: Eastern Europe.