Creative
Creative work decides what a brand is and how it behaves. It settles the position it takes, the name and language it uses, and the visual system that carries both — so that everything made afterwards has something to be consistent with.
Few projects need all of this. A brief usually draws on one group closely and touches the others — the scope says which, in writing, before work starts.
Research, positioning and architecture
Before anything is designed, we establish what the business is for, who it is speaking to, and where it sits against the alternatives. This is the part that makes later decisions arguable rather than personal.
Research & insights · Brand strategy & positioning · Brand architecture
Possible deliverables
- A written positioning: the audience, the offer, and the claim the brand can defend
- Positioning principles the team can apply without us in the room
- A structure for sub-brands, products or services, and how they relate
Naming, verbal identity and visual identity
The parts people actually recognise. A name and a way of writing, then a visual system built to hold together across every size and surface it will have to survive.
Naming & verbal identity · Visual identity & brand guidelines
Possible deliverables
- Naming routes with reasoning, and the shortlist that survived it
- Tone-of-voice guidance with real examples, not adjectives
- An identity system: marks, typography, colour, layout and spacing rules
- Guidelines written to be used — what to do, what not to do, and why
Art direction, campaigns and applied design
Where an identity meets the world: a campaign, a package on a shelf, a printed piece, a sequence in motion. The system stays the same; the expression changes with the medium.
Art direction & advertising campaigns · Packaging & print design · Motion design & photography
Possible deliverables
- Campaign concepts with the art direction that holds them together
- Packaging layouts and print-ready artwork
- Motion principles and short sequences built from the identity
- Photography direction: what is shot, how it is framed, and how it is treated
A detail, at three sizes
This is the kind of decision that fills a guidelines document: small, invisible when it is right, and obvious when it is not.
- Small — 14px tracking +20
- Text — 28px tracking 0
- Display — 56px tracking −20
Where this goes next
Digital Where an identity is used most, and judged fastest.
A logo is not the whole identity Why the mark is rarely the part doing the work.
Start a creative brief The enquiry form opens with Creative already selected.