An identity is not a logo and a colour, it is a set of decisions that other people will apply for years without us in the room. We design for that condition. What matters is whether a system holds when it is being used by a printer at midnight, by a freelance designer with the guidelines open in another window, or by a marketing team three years after the launch.

The work covers naming, typography, colour specified for the substrates it will actually be printed on, photography direction, and the written rules that hold it together. Where an organisation has a physical presence we take that as the primary case rather than an afterthought, because signage and packaging fail more expensively than a website does.

We proof on press. We test colour on the real stock. We would rather lose a shade we liked on screen than hand over a palette that drifts across a print run.