When sitting down to create a personal brand we wanted to focus on the broad topic of "inspiration." What inspires us the most? How do we become inspired? We came to the conclusion that through travel and visiting different cultures we become the most inspired. So we took our concept and looked at how we travel. Planes, trains and automobiles became the driving force behind our logo until we landed on the "JA" typographic logo, or as we like to call it the Design Empennage.