Under the aegis of IIM Ahmedabad, Center of Innovation Incubation and Entrepreneurship (CIIE) is constantly engaged in fostering entrepreneurship by partnering with like-minded individuals and organisations. Clarice Technologies was approached to work on the branding of their ICT vertical in Pune from the very beginning of its inception. The scope of this collaboration comprised of brand positioning, brand naming, visual identity system, brand manual and applications. The branding approach was to design and develop a complete visual identity system that flows through the sub-initiatives and extensions seamlessly. Considering the meticulous visual identity system, designing a brand manual became an essential for the project as well.