Context before form
Proposition, audience, content and objectives are organised before a visual direction is set.
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The physical pieces where an identity proves it works: cards, dossiers, templates and sales materials.
Brand
The approach is defined before it becomes a set of screens.
The project starts with the decision the digital presence needs to support, the information behind it and the operations the team needs to sustain. This way, design and technology respond to a specific need.
Proposition, audience, content and objectives are organised before a visual direction is set.
Navigation, content and actions are shaped around the questions that arise throughout the journey.
The system is prepared so the team can maintain and extend it with sound judgement.
Strategy, content, design and implementation are organised around the organisation’s context. Decisions are documented so the team has a clear foundation for launch, maintenance and future development.
To know who you want to look different from, and why. It helps to gather what already exists (even if you dislike it), where the brand is applied today and which pieces have to be produced this year regardless.
By applications, not by number of proposals. We agree where the identity has to work — formats, sizes, materials, who will apply it — and that determines what gets designed and what gets documented.
Few, and argued. Presenting six directions without a point of view hands the decision to the client without giving them the tools. One defended direction, plus the variants that were genuinely in play.
By testing it where it will be used: small, in a single ink, over photography, on a screen and across the material that already exists. A brand that only works in the deck is not finished.
By whether the organisation can apply it without asking, and whether it is recognised before the name is read. Both show up in the months after, not in the handover meeting.
Open and closed files, a manual proportionate to the size of the company, and templates for what gets used every week. A hundred-page PDF nobody opens is not a delivery.
A selection of work showing context, decisions and outcomes.
Tell us where things stand and we can assess the most useful approach for the project.
