she is the president of the -- we also have a strategy director of wolff olins. he is an island in designer. please come up and tell us more about what your involvement was. >> good morning, everybody. speaking of presidents, apparently my daughter things i am the president of asia. a friend of hers said, are you the president of asia? apparently i hold that an important title here. anyhow, i wanted to tell you that this branding project has been in the making since 2007, so it has been a long pregnancy. it is so great to see this until today. this started as part of our strategic directions pn. of course, in 2008, with the arrival of jay, started developing a new vision which he started to share with us. the branded product has been instrumental for us to not on define how do want to present ourselves externally, but how we want to have a common value internally. what is our common down here as an organization? it has helped us externally and internally. the board has been very active through the marketing committee, being part of the process with the staff's an