Reflections from the studio

Every project close leaves a useful residue almost nobody files: the discarded decisions, the dead ends, the version threes. This is what we keep, and why.

A printed catalogue no longer informs: no product sheet competes with a website. What it does is something else, and that something else is exactly what a brand needs on a sales table.

A digital identity doesn't rest on a logo — it rests on well-chosen type and three rules anyone can apply without calling us. This is how we approach it at the studio.

Dark mode, dimmed screens, lit signage: half the time a brand is seen on black. What we check so the system doesn't fall apart when the lights go out.

Publicado primero en LinkedIn: por qué seguimos empezando cada proyecto de marca explicando lo que un logo no puede hacer. Recogido aquí con algo más de contexto.

Every sector has one colour already taken and another nobody dares to use. Choosing well isn't choosing pretty: it's deciding who you want to be told apart from.

A brand illustration has to survive being drawn badly and still be recognisable. What we ask of an illustration system so it outlives whoever uses it next.