Designers Holly Gressley of Rumors and Rob Giampietro walk through the process of taking NSP to its new identity as LIFT. See what LIFT desired to accomplish with its new visual identity and how Rumors and Rob brought those concepts to life. Find out why "the ladder" and "LIFT grape soda" didn't make the cut and see the inspiration that led to LIFT's final iteration. See what the future holds for LIFT, from t-shirts to business cards, and check out www.liftcommunities.org for more information.

Thanks so much to Rob Giampietro and the design collective at Rumors - Holly Gressley, Renda Morton, and Andy Pressman. Visit Rumors at www.rumors-online.com and visit Rob at www.linedandunlined.com (less info)