As part of a rebranding effort for the Alabama Department of Commerce, we created an identity that would be smart, yet approachable; one that proudly expressed Alabama’s point of view as a workforce, a people, and a state. Instead of an elaborate logo and identity system that would date itself over time, we created a mark that stands for what we value most in Alabama—both as a manufacturer of industry and ideas. A stamp of approval that simply states: Made in Alabama.