Four ways a direction can be held.
These are sample house lookbooks — territories, not client work. Each one is a genuine creative position: idea, system, use.
Paper
Restraint as a material
The identity is carried by type, margin and the decision to stop. Premium is what remains after everything unearned is removed.
Open lookbook
Material
The identity has to survive in the world
A brand is not a file. It is cloth, metal, print, a vehicle seen at speed, a sign read from across a yard. The lookbook tests that.
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Sequence
One idea per page
The lookbook is not a dump of exploration. It is a paced argument: context, idea, mark, system, world, use.
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Grid
Structure you should not notice
A grid is the decision that lets type, image and margin hold a relationship. It is not a pattern printed on the page. When it is working, the work looks inevitable.
Open lookbook