... from idea.

Yeah, I mean, there's different stages of the creative process, um, and different designers work differently.

Um, but usually there is this, um, light bulb moment of a, of a concept or a theme which will set off a series of, um, ideas and realizations for a designer.

Um, and yeah, often we'll be involved, um, as soon as that happens.

Um, and that's pretty cool because that's a really, you know, it's an exciting time when there's lots of energy and there's lots of, um, directions that it could go down.

Mm-hmm.

And, um, in the beginning when we commit to a project, there's a realization or, um, a positive sentiment that this is a theme or a piece of inspiration that, um, should live in the world in its, in its state and you ha- and really Resonant's job through the design process is to maintain that and make sure that it doesn't lose its, um, its special piece of magic, um, as we try to commercialize it.

Yeah.