It probably helped that Francis is our photographer and that we work closely together. When we developed Francis' new identity, we focused on a few essentials that we know represent him and his amazing skills well. In the end we developed a mark that conveys familiar elements in the photography and architectural trades: it can alternatively be seen as an abstracted floor plan or as a basic rectangular image frame with an essential composition of simple shapes. And, of course, focusing on the two initials rather than Francis' last name was an easy choice to make the brand easy to remember. The color is a twist on Francis former identity, blue, and a reference to his extensive travels and photography of distant horizons.