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Identity
Names, marks, type and the rules that keep them consistent.
Timeline
6 to 10 weeks
Team
Design director and two designers
Best for
Companies launching, rebranding or outgrowing a first logo
Overview
We build identities for fashion, premium products and digital culture. One coherent system across campaigns, packaging and screens, handed over with clear rules for your team.
An identity is a set of decisions that a company can keep making without us. Our job is to make those decisions early, show them in use and write them down clearly.
How we start
We begin with a short, honest conversation about what the company does, who it serves and what it has outgrown. Then we collect the real places the identity has to live: signs, packaging, screens, uniforms.
What we make
A mark and a type system with a clear voice, a colour palette with rules, and layouts that work at both ends of the scale. Everything is tested in context before it is called finished.
What you keep
A complete set of files, a concise guide and templates for the things you make every week. The system is built so your own team can extend it.
What you get
Everything that comes out of the work, named plainly.
Everything
you keep
1
Naming and positioning
2
Logo and mark system
3
Typeface and typography
4
Colour and imagery rules
5
Packaging and print
6
Wayfinding and signage
How it works
Four phases, one team, no handoffs between them.
Phase
by phase
1
Week 1
Listen
We sit with the people who know the business best and write down what the brand has to do, for whom and where.
2
Weeks 2 to 3
Explore
Three routes, drawn quickly and shown rough. You react to real things, not to a presentation.
3
Weeks 4 to 8
Build
One route becomes a full system: marks, type, colour, layouts and the applications that matter.
4
Weeks 9 to 10
Hand over
Files, a short guide and a working session so your team can use it without calling us.
Related work
Good to know
Questions we hear before every project.
Do you do naming?
Yes, when it is part of the brief. We work with a small set of directions and test them out loud before we draw anything.
Can you work with our existing logo?
Often. We start by finding out what is worth keeping, then refine, extend or replace it.
What does the guideline look like?
Short and usable. A handful of pages and a set of templates, not a binder nobody opens.
Who owns the work?
You do, in full, once the final invoice is paid. Fonts are licensed in your name.
Next discipline
02
Digital product
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