Embark uses genetic testing to reveal all kinds of information about your dog — its breed, its susceptibility to health disorders, its life expectancy. A brand-new startup when we met them, Embark had only their name and a sense of mission. Working with the MetaDesign team, we developed creative concepts for three directions to frame the first round of design. The one chosen uses the most basic, elemental interpretation of a dog as the centerpiece for the whole identity.