Identity architecture requires more than a passing understanding of how your business works. One of the joys of being an architect is deconstructing how a business, or an institution, or a school or an international brand operates in the visual world. Developing a unique visual language for a brand means communicating the brand, not the architect's personal style. Architecture for commerce is in service of the organization. Like a working dog, rather than a cuddly pet, 'working architecture' is a better tamed, more focused version of the personal expression of the personal project.