Our brief was to work from the ground up. To name, position and brand a new business in a niche service sector anchored by two experienced founders. 

The initial workshop sessions identified a discomfort in how their service was perceived and labelled. A series of one-to-one interviews with clients and peers backed up those findings and led to the task of not just naming the business but naming their service.

The term 'Proximity Risk' describes the value and service, with Proximity used as the business name.

The visual language that is precise and evocative of building plots on a plan expressed via a collection of symbols formed from the four pieces that make up the x within the logo.