The product is small, yet powerful. It's feature packed, yet perfect for those on a budget. Making it the perfect choices for startups and small companies who don't have much space or money, but still want great performance.

Key objectives: Position it as the ideal notebooks for small businesses, not just at a feature level, but in the way its values resonate with the target audience.

A huge interest in the brand with a large jump in enquiries at stores.

Most small companies are hotbeds of innovation (or at least, see themselves as such) and identify very well with stories that are about the same. We picked examples from history where innovation led to something great starting from something small.

Once we fixed on this, the look was easy. We took a style inspired by the illustrations in encyclopedias. The illustrations themselves depicted famous instances of innovation that started from something small (like the steam engine inspired by a kettle, the telephone inspired by a child's toy, and Ben Franklin's famous kite experiment that led to electricity)