What we’re hired to do
We’re called in when a brand has outgrown how it looks, or when a new product doesn’t have one yet.
Identity
Settles the arguments before design has to have them.
Brand identity is what a brand has decided about itself: who it’s for, what it should be chosen for and how it speaks. We make those decisions with you and keep them short. A strategy no one can recite doesn’t get used. A rebrand is the same work on a brand people already know.
Experience
The brand on a screen, where it has to work under a thumb.
UX is the path a customer takes through a website or an app. UI is each screen along it. We design them in that order. Any step that’s there for the brand’s benefit and not the customer’s should go.
Experience
The brand of a place is met on foot.
For a destination, the customer experience is the visit: what a customer sees, reads and is handed between arriving and leaving. We go through the visit in the order it happens and design each point on it, so the sign at the entrance and the bag carried home belong to one brand.
Communication
The brand, with something particular to say.
A campaign is one idea a brand commits to for a set time and repeats wherever it advertises. Unlike an identity, it is built to end. We find the idea and art direct it: the key visuals first, then a version for each format they’ll run in.
Communication
A logo has to arrive somehow.
Motion graphics is graphic design that moves, made for any screen a brand appears on. We treat movement as part of the design, like type or colour. We also build packaging in 3D for brands that need to be seen before anything is printed. On Donut Time and Rajhia Dates, that was our part of the job.
AI
The brand’s rules, written so software can follow them.
An AI workflow is a set of steps a team can repeat, with generative AI doing part of the work. We build each one around a brand’s own guidelines, so what it produces looks and sounds like the brand. A person decides what goes out.
AI
Making the image got easier, and knowing which one to keep didn’t.
AI visualization pictures something that hasn’t been made or photographed yet, such as a product or a space. We direct it the way we’d direct a shoot, to a brief and to the brand’s own look.
Process
How a project runs
Look
We learn the business and who it’s selling to. Opinions wait until the looking is done.
Decide
We put the strategy in writing, and you approve it.
Design
The idea gets drawn, then stretched across whatever the brand has to appear on.
Hand over
You get the guidelines and the final files, and the brand is yours to run.
Questions
Before you ask
Brand identity is decided and visual identity is drawn. One is the position a brand takes and the voice it speaks in. The other is what that looks like: a mark, type and colour, a pack. A company can change either and keep the other.
When it sells more than one thing under one name. Architecture settles which name leads and how the others relate to it. Skip it, and each new product gets a new logo until customers stop seeing a family.
No. A new logo changes one drawing. A rebrand goes back to the strategy and changes whatever no longer fits it. Sometimes the logo stays.
Because a pack has room to say one thing well. Choosing that one thing is the strategy. Without it, the front of the pack fills with claims and a shopper reads none of them.
Any place people go to and spend time in. The building is the architect’s. What it says to a visitor is ours.