When the Ayn Rand Center in Israel first came to us with the idea of branding the annual award for best Israeli start-up from scratch, we realized it was a complex task since the market was already saturated with start-up competitions. We decided to go for the prize and used the prize itself, the Atlas sculpture, as the central motif of the branding. This impressive sculpture, which symbolizes a large part of the Ayn Rand brand values, has led us in creating the brand direction and has been a great success ever since.