Process
Four movements. From ambiguity to a system a company can actually use.
01
Read
Before designing the company, understand the world around it. The objective is not research theatre. It is finding what matters.
- Category
- Competition
- Language
- Audience
- History
- Ambition
- Constraints
- Culture
02
Decide
Every strong identity contains a decision. What should this company mean? What territory should it own? What should it refuse to become? Before drawing, we answer those questions.
03
Build
The decision becomes a system. Each element should reinforce the same idea.
- Mark
- Typography
- Colour
- Language
- Motion
- Architecture
- Digital behaviour
04
Hold
An identity is tested when other people begin using it. We document the system, support implementation and refine what does not survive contact with reality. The objective is independence: eventually, the company should know how to protect its own identity.