PHILOSOPY

  • Logo ≠ Brand. It’s one of many visual elements of the brand’s language.
  • All brands should have a story. An authentic story that’s documented as the brand identity is created. Not one that changes with every new campaign.
  • The brand identity should have the depth to create a rich brand universe.
  • The brand identity should be created with the broadest range of possible applications in mind. So, it’s always recognizable as that one brand – even in its smallest version.
  • “An interesting plainness is the most difficult and precious thing to achieve.”* The most powerful brand identities are the simplest ones with strong graphic expressions and no gimmicks.
  • The brand identity should be timely without being trendy.
  • Before the customers, the owner must love and take full ownership of the brand identity.
  • Creating a brand is about commitment. Everything is within the scope.

  • MAKING IT HAPPEN

  • Total immersion into the business, the organization, the customers.
  • Understanding the competitive landscape and the category conventions.
  • Mapping out the visual icons of the category people can relate to.
  • Drawing on all elements for inspiration.
  • Creating the elements of the visual language.
  • Making the brand sing and dance across applications.



  • *Ludwig Mies van der Rohe