One of the most exciting challenges when talking to a startup is that everything is new - the sky is the limit (as we say).
And on the flip side - it changes our role in the partnership somewhat. From being a "branding agancy" to going full on and building an entire company for our client. It is something we have done many times and these projects require all stakeholders to be able to "run with the punches".
Anyway - Now we are doing some design exploration together with LookiLox and trying to find out "who they are" and how they want to convey the message and USP. Very exciting stuff.