When we got involved with the Sons of Ben, we were just fans of the group and the team. Over a few years we grew to know a lot of the leadership and we started to work with them on lots of new projects. The logo(which was designed by one of the founding members) had, over time, been used in a variety of inconsistent ways, so we started to pull together a brand expression book. Not one that really set forth a whole bunch of corporate rules, but one that allowed a certain amount of flexibility of using the mark within the supporter culture. It became more about consistent applications through a wide array of media - even down to designing knitting patterns. It was also a way of inspiring supporters in finding new ways to express our brand without changing it.