People often ask me what the most important rule in branding is. They expect me to say consistency. It’s probably the most repeated word in our industry, and for good reason. Consistency builds recognition, trust and familiarity. But I always tell the team that consistency is only valuable until it starts getting in the way […]
STOP WORSHIPING CONSISTENCY Read More »
There comes a point in almost every logo project where the letters stop behaving like letters and start behaving like people. Lettters suddenly have too much attitude, others feels awkward for no obvious reason. We know how ridiculous that sounds, but after spending hours drawing, redrawing and adjusting letterforms, it’s impossible not to give them
FONTS HAVE FEELINGS TOO. Read More »
AI can generate an image in seconds, write a script, produce a voice-over, build a storyboard and explore dozens of creative directions before a traditional process has completed its first presentation. It is easy to see this shift as a threat to creativity. We see it differently. AI has not made creativity less valuable. It
AI DIDN’T KILL CREATIVITY. IT RAISED THE STANDARD. Read More »
We love a beautiful logo. We are a branding agency, so naturally, we can spend far too much time discussing the shape of a letter or the space between two lines. But we also know that a logo can identify a company without creating a brand. A logo can tell people who is speaking. It
THE END OF BEAUTIFUL LOGOS Read More »
Empire Pizza is a Texas-based pizza concept bringing together Italian roots, New York attitude and a fast, contemporary dining experience. The identity needed to communicate that combination immediately. It had to feel authentic enough for people who take pizza seriously, but relaxed enough not to take itself too seriously. The result is a bold visual
Nex Auto is a Dubai-based, technology-enabled automotive service company created to make car ownership easier offering maintenance, repairs, car care, service contracts and pre-purchase inspections, supported by free vehicle pickup and delivery. While based in Dubai, Nex Auto currently operates across Dubai, Abu Dhabi and Sharjah. The identity needed to reflect more than automotive expertise.
Maison S is a bakery and patisserie in Beirut created around the pleasure of freshly baked bread, delicate pastries and small moments that can improve an entire day. The identity needed to feel refined, but never distant. It had to reflect the care and precision associated with French pastry while retaining the warmth, generosity and
Lumina Surgical Gynecology was created to redefine how women experience specialized gynecological care. The objective was to develop a brand identity that felt medically credible and highly professional, while avoiding the cold, clinical aesthetic commonly associated with healthcare providers. The brand needed to communicate expertise, trust, compassion, and innovation simultaneously. Beyond designing a logo, the
LUMINA SURGICAL GYNECOLOGY Read More »
Argenta is a Romanian industrial engineering and construction company founded in 1993. Based in Năvodari, the company specializes in the prefabrication and installation of pipelines, industrial equipment, steel structures and storage tanks. Over more than three decades, it has grown to a team of over 250 people and delivered more than 1,000 projects across the
Inspired by Light. Designed to Be Seen. NOÓR takes its name from the Arabic word for light. But rather than treating light as a technical feature, the brand interprets it as a cultural and emotional force. That idea became the foundation of the brand. NOÓR was created for people who don’t see sunglasses as a
