I started applying my visual direction to all of my screens. Some things were brought up in critique, such as the emoticons being redundant for face-to-face communication.

I’ve been wracking my brain, trying to figure out branding. It’s been a really difficult process, and I can’t figure out how to stop overthinking it. (I’m overthinking how to stop overthinking, resulting in my mind imploding.)

After a few days of driving myself crazy, I finally came up with a few names:

• sign•ify (or signify)
• lingo
• gist