The concept of corporate identity is based on the meaning of the Afrikaans word "klinkklaar", which is used to describe something that is completely clear and pure. My own name, Susan, which means graceful lily, also relates to the word. The lily is known as a symbol of purity.
For the execution, the designs are built up with layers of different coloured stickers. The shapes are then cut out of the three different colours. This is based on the idea that a pure piece of material and colour are used to create a complete image.