Begin with a point of view

Memorable brands stand for something specific. Before choosing a typeface or a colour, ask what the business believes, who it is speaking to and what makes its offer different. A clear point of view gives creative work a reason to exist.

Find the idea worth expressing

Look for a thought that can become more than a logo: a visual contrast, a phrase, a material or an unexpected perspective. The strongest direction feels connected to the business while opening up a new way to see it.

A distinctive identity brings together

• A recognisable wordmark and visual character

• Photography and art direction with a clear mood

• A voice that sounds like the people behind the brand

Recognition begins with a clear creative idea.

Take the idea into the world

A brand comes to life through its encounters with people: a website, a package, a space or a campaign. Consider the experience of each moment and give the idea room to take a different form.

Good creative direction balances confidence with relevance. Keep listening to the audience and the business as the brand grows, and let the work evolve without losing its character.