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.
- Intended perception
- Grounded, commercial, physical. Craft without folklore.
- Visual architecture
- The system is proven on the objects the business already uses. Hierarchy stays, materials change.
- Typography
- Must hold at 10 millimetres on a label and at two metres on a door.
- Colour
- Ink plus the colour of the substrate. Paint, stitch and plate are part of the palette.
- Strongest applications
- Signage, uniforms, vehicles, packaging, stationery.
- Risk
- Can become a catalogue of mockups if the idea is not held first.