The patchwork problem can rapidly unravel any business, be that solo, small, medium or large. Someone may have a logo they quite like, a website that doesn't quite match it, a PDF download they're a bit embarrassed by, and a vague sense that none of it quite adds up to the impression they want to make. Each piece was a separate decision, made at that moment, and often under some kind of time pressure. The result is an identity that exists in parts rather than as a whole.