Take it Easy provides a niche service: it creates audiovisual mock-ups for advertising agencies. The company’s success hinges on its enormous library of images and its remarkable ability to select, edit, and create mock-ups that serve for agencies to “sell” their ideas to clients. The identity was created based on the utilization of the images in the library. The images were projected on a TV screen and the screen was photographed. The final result was extremely appealing aesthetically, transmits the essence of the company clearly, and accurately showcases the quality of the business.