The goal was to create a logo with broad visual appeal—something instantly recognizable. Selected as a finalist out of 30 venture pitches at the Algonquin College Applied Research & Innovation project, the work involved collaborating with students on key business building blocks, including the logo, target market, and more. A list of ten elements guided the design. One concept featured a wheelchair in motion, a shoulder/arm in a pushing action, all encompassed by an infinity symbol. Today, the logo is still loved as much as the first time it was presented. The reactions on people’s faces say it all when they learn it represents a wheelchair on a mission to bring an accessible fashion brand to market—helping others in similar situations dress well with greater ease.