At the beginning of the project, the Firefox team did not fully understand how they wanted to scale their brand structure and how many products they wanted to have. They proposed that we collaboratively start working with an idea that they were positive they wanted to move forward with: the master brand. The Firefox team identified three research areas: Fox, Fire, and Free. Sean Martell, a Firefox designer, explored Fox’s direction, while Jon Hicks explored the direction of Fire. Our team began to work on a Free referral, and we received no strict guidelines for the direction we should take. While no borders or restrictions may seem ideal, the lack of benchmarks can make a task quite difficult. Nobody knew the complete list of future products, their quantity, or hierarchy. There was also no understanding of the precise requirements for the system in terms of scalability and flexibility. Thus, we needed to study how to form product images coherently and how to build an expandable family structure. To accomplish this, we applied our Design Funnel approach.