PCMCIA is a non-profit trade association that establishes technical standards for PC Card technology. PCMCIA has recently developed the next generation PC Card. “ExpressCard,” will offer higher performance, greater mobility and ease-of-use than previous cards. While a sizeable portion of ExpressCard sales will be to OEMs, ExpressCard will also sell directly to technology consumers. Thus, PCMCIA asked Leader Creative to develop a brand identity for ExpressCard that would create consumer appeal by communicating the product’s key attributes of speed, power and convenience. Known for speed and friendliness, the rabbit, in combination with its “lightening bolt” shape, suggests power, speed and easy-to-use—all key communicative attributes.