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Exponential Mindset: ASSET Refresh 

In early 2023, ASSET decided it was time for a new look and feel. After 30 years, the organization had evolved many times over, but the branding remained the same and -- to quote Taylor Swift (because everyone is…)  – “it hits different.”   


So began a process to root ourselves in branding that reflected who we were at our core: Responsive. Reflective. Collaborative. Resilient. Reliable. Centered. Exponential.


Associate Executive Director, Dr. Deborah Luckett introduced the team to the concept of the Fibonacci Sequence, a series in which each number is the sum of the two preceding ones. 0, 1, 1, 2, 3, 5, 8, 13, 21, 34, 55, 89, 144, .... and so on, forever.


This mathematical pattern is closely connected to what is often referred to as the Golden Spiral. Spirals are found everywhere in nature. From nautilus shells, to hurricanes and waves, to sunflowers and pinecones, and chameleon tails. 


The new logo incorporates this phenomenon, embodying reflexive and responsive growth -- what we refer to as the Exponential Mindset. The core tenets of the Exponential Mindset are: harnessing uncertainty, building courage and patience, and growing agility and control. 


The website was updated to convey this narrative through imagery and storytelling that better align with the ASSET of today.


We invite you to take a look!

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