Our "Blue Sky" projects usually happen in one of three ways: Either it's an existing brand, perhaps one we have worked on previously where the client wants to see where the identity can go, beyond their current guidelines. Or sometimes it's us being proactive and showing how a brand strategy would look when it's not in a PowerPoint deck - or how the customer will see it. And the third way is as part of an ongoing project, where an idea for one deliverable sparks an idea that we believe is worth exploring because it could benefit the brand we're working on.
Compared to a full implementation or roll out, a "what if" design project is relatively inexpensive. Our design team can be readily harnessed to show how a brand can be changed, extended, licensed, evolved without committing to actually implementing it – unless of course, you love it.