In 2004 CoEd Monkey was started in a dorm room in Minneapolis. Over a decade later it’s still under the same ownership, and growing. With a name that was appropriate when they started, how do you create a clever brand that feels more grown-up? You center it around the customer. I rebranded CoEd Monkey to be genuine, grown-up, a bit quirky, and introduced the banana icon which is covertly a smile. For a company based on outstanding customer service, the smile was the perfect representation of the end result of working with this company.