We do identity and the full range of identity from graphic design to who's the company and how they should answer the phone and pick a story for the company they can use in any way. Like, with a trampoline you can jump forward. >> So as a company as it is today is rooted actually in a sort of very classical graphic design tradition taking on more the roles of the consultant or a trusted advisors who come to me. Someone you can trust with your identity. And the best projects we make, I think it's the ones where people say, I mean, this is what we've been thinking all this time, and we were just not able to express it ourselves. So where we don't make like a fast makeover of something or tells people to say something or whatever, that's not the way we work. But where we sort of dig deep into the soul of the company. And also the strategy of the company where it wants to go and then finds out how to express this in a way that people think this is themselves and maybe it's even more themselves than what they had been able to say by themselves. Identity is both about identification with something with values or whatever, but it's also about aspiration that you're striving for a goal. Say that identity's really about a sense of belonging and also a sense of striving towards something, a sense of becoming to make, to create an identity that people feel at home but also that they have to, you know, they have to work everyday to fulfill the promise. Because it's all for a promise that's not yet realized. So, it might sound over profound for [INAUDIBLE] but we really, you know, we really take what we do very serious.