This project presented the unique challenge of branding a service that has no industry standard—nothing to compare it to. Assurance Biometrics is a first-of-its-kind service that captures and stores biometric files that can significantly aid in the event of a missing person. Heavy stuff, right? This required building an identity and website that was approachable and informative rather than dire and intimidating. The logo incorporates a Saint Bernard dog, traditionally used for search and rescue missions, with a familiar map marker behind it. Soft colors paired with a sturdy, serifed font give the logo a friendly but professional feel.