When we agreed to develop the identity for Sesame Access, it was unsurprising to discover that the company was being referred by everyone (including clients) as Sesame. So the client agreed to ditch the word Access, but there was still a flaw: both Sesame and Sesame Access (if used) did not articulate the fact that the company designs and builds lifts. To ensure maximum clarity and to communicate the company’s USP we created a punchy tagline to accompany the logo. In three words, The Invisible Lift expresses the company’s main proposition and works in beautiful harmony with the visual trickery used in the logo.