Start with what to cut

Most brands we meet have too much: three typefaces, nine colours, a tagline and a mission statement fighting for the same space. The first job is usually subtraction. We strip back until only the things that feel unmistakably theirs are left, then build from there.

Build a system, not a set of files

A brand has to work on a shopfront, a favicon, a launch film and a receipt. We design the rules before the assets: how the mark behaves at small sizes, how type moves, how photographs are lit and cropped. Good rules make the hundredth asset as easy as the first.

Give it a voice

How a brand speaks is part of how it looks. We write the first lines alongside the identity, not after it. Short or long, warm or dry, the words should feel like they came from the same hand as the type.

Then leave it alone

The hardest part of a brand is consistency. Repetition is what makes something recognisable. We hand over guidelines short enough to actually read, and we check in after launch to make sure the edit is still holding.