Business Analysis Hub needed a brand identity that broke the stereotypes of business analysis, which is often perceived as 'stuffy' and ‘uninteresting’. Business Analysis investigates gaps in businesses and finds ways to untangle problems in order for companies to run more effectively and profitably. The brand identity needed to convey information in engaging ways, enabling clients to connect and see how their business needs can be met. The B was used as the brand icon and depicts an exploded diagram, reflecting the analytical nature of the business. Business Analysis Hub identifies multiple problems, looking 'from different angles' to make sure nothing is overlooked. The use of illustration across the brand made diagrams easier to understand and more approachable.