Halo Lasso is a consumer brand that believes that being nice catches good things. It embraces the philosophy that kindness attracts, which is kind of attractive. And it seeks to put this philosophy out into the world with products that project this idea with inspiring and uplifting messaging. To represent this brand, we created an identity that was equally optimistic, fun, and approachable. The brand system is built from three fluid and interchangeable identities that are identical in concept and character, but each has their own unique style.