Capability
Brand and digital identity
How an organisation is seen, and whether that matches what it actually is.
Brand is not decoration. It is the compressed answer to who you are and why anyone should believe you, and it either matches the organisation or quietly undermines it.
Most rebrands fail because they change the surface while the substance stays the same.
How we work on it
Identity work starts with positioning rather than with visuals — who this is for, what problem it solves, and what makes the claim credible. Visual decisions that precede that are guesses.
Systems over artefacts. A logo is a small part of an identity; the type, the palette, the tone, the way it behaves in an interface and the constraints on how it may be used are the rest, and they are what survive contact with real use.
Accessibility is part of identity. We have retired our own colour decisions when the arithmetic said a reader could not see them.
We will not produce an identity that cannot be applied by the people who have to live with it, and we will not decorate a positioning problem.