Tantalus was a Greek mythological figure, most famous for his eternal punishment in Tartarus. He was made to stand in a pool of water beneath a fruit tree with low branches, with the fruit ever eluding his grasp, and the water always receding before he could take a drink. Thus the origin of the word tantalising or to tantalise.

The client wanted a more visual expression of the story in application to the rebrand. The existing design had little to do with the myth, was corporate and forgettable. Symbolically, trees represent knowledge, growth and wisdom. All these are important brand values of the agency. The left hand side of the tree is speckled to represent the ideas that will eventually flourish with the assistance of the right hand side. This additional layer of meaning is a visual representation of cohesive left brain/right brain functioning. The message being: ‘We come up with the ideas which are put into action to help grow your business.’