My wife and I founded Chicken Or Egg as a strategic brand consultancy with the singular mission of helping the world — consumers and brands alike — make more informed choices.

Truth is, there is rarely only one ‘‘right’ answer to any given problem, as is too often evidenced by the staggering number of times choosing one answer is forsaken for the opportunity to choose multiple answers. Why choose between the chicken or the egg when you can choose both?

When we set out to design our brand identity the brief was brutally simple: The viewer must be forced to choose what they see in our mark.

What do you see?