Dawn Goldworm views her neurological condition, synesthesia, as a creative endowment. Her world is one defined by color; when she sees or hears numbers or letters, particular associated shades come to mind. Not only that, but certain scents evoke concrete pigments and hues. Along with identical twin sister, Samantha, Dawn has harnessed her collision of the senses in 12.29, an olfactory branding company based in NYC. More than a simple perfumery, 12.29 takes the idea of scent and places it into a new context; by removing fragrance from the commercial realm and focusing on its link with emotions, the two Goldworms are providing an essential form of identity branding for individuals and companies—truly avant-garde.