Identity and art direction
The system underneath the website — what it looks like everywhere else, too.
A logo is the smallest part
What actually makes a brand recognisable is the system around it: the typefaces, the palette, how photography is treated, how much space things get. Businesses that only commission a logo end up with a logo and no brand.
Made to survive contact with reality
It has to work on a van, on a menu, on a sign, in one colour, at the size of a thumbnail, and by someone who is not a designer. Identities that only look right in the presentation deck fall apart within a year.
Enough rules to be useful
You get a short, practical guide covering the decisions that come up often — not a fifty-page document that gets opened once and never again.
Usually right for: New businesses, rebrands, and companies whose materials have drifted apart over time.
Worth a conversation?
Tell us what the business is and what you need people to believe about it.
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