Identity First is a new disability support service which required a company name, logo, advertising, official documents, flyers and an online presence to kick start the business. The name conveys the business owners approach to disability support, focusing on her clients sense of individuality and uniqueness. The fingerprint represents the distinct needs and experiences of each person with a disability, while also symbolising the support and guidance offered by the service. Additionally, the use of a fingerprint evokes feelings of security and safety, as well as a sense of trust and reliability in the services provided.