In 1997 Lyn began an internal branding project at Gateway 2000. That work led to being asked to develop an identity for the Gateway 2000 name change unveiled Spring 1998. Gateway's strength was their strong, friendly customer relationships. Lyn and Bill designed the identity to build on the strength of the cow spot box, coupled with traditional serif type, in the green of the mid-western farmland. Company typographic standards, color pallette, and identity use guidelines followed.