Meeting with the client, O2 Lab began the research process by gaining an understanding of the client’s services. Formerly named Postal Innovations, the company had changed its name and decided to branch out into the retail industry, helping firms utilize hardware, software and systems that maximize efficiency and profitability through the use of point-of-sale systems. O2 Lab discussed the client’s immediate objectives, long-term goals and perceived target markets. Incorporating the client’s input with information gathered in subsequent research, O2 Lab developed a comprehensive strategic branding campaign, crafted effective positioning and designed an innovative brand identity.