Peter McGraw & Joel Warner traveled the world throughout 2012 researching what makes things funny around the globe. They turned their experiences into a book, chronicling their travels & findings. Calling their book The Humor Code, Pete & Joel needed visual branding, business cards and a website to keep their fans up-to-date on their travels. While the publisher ultimately rebranded them (as is often the case in publishing), this branding helped legitimize Pete & Joel along the way.