It is said that developing your own brand and identity is the toughest part of doing business on this field. I believe that to be correct.
I was the VP of a small advertising agency for 4 years. In our first year of business I was tasked with supervising the development of our image and web presence. It needed to be unique while reflecting both our creative style and abilities. At the same time, it needed to strongly reflect the methods and philosophy we were operating by. Never have I had a more difficult client or set of problems...it was quite a journey and very rewarding in the end. Our paper system won a Gold Addy at our district Ad Fed show in 1999 and our website won Best Electronic Entry and a special judges award at that same show.