I find designing a really good visual identity to be very difficult and incredibly frustrating. To be honest, I'm not very good at it. Don't hire to me to design one for you! Seriously. I'd like to think I have a sense of basic design principles, which is why I gravitate to UI design, but I'm no typographer, illustrator or artist (not professionally anyway). That's what it takes and that's why I admire anyone who does custom lettering, who can draw and that can design a memorable, meaningful identity. That being said, here's my stab at it, mostly for fun.