Logo and marks
A recognizable mark, built with the variants, spacing and small-format behavior it needs outside the presentation deck.
Brand strategy / Identity / Systems
Branding
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A brand is the set of decisions people recognize before they read the details. We define those decisions, turn them into a visual system, and carry the system into the places customers actually use.
Tenten / TaipeiScroll to define the systemScroll
A working definition
Ausefulbranddoesmorethanlookconsistent.Itgivesleadershipaclearposition,givesteamsasharedlanguage,andgiveseverynewpage,productandcampaignaplacetostart.
Strategy first
Start with the decision your brand needs to own
We begin with the business, audience and category. Interviews, existing research and the work already in market help us separate a real point of view from language every competitor could use.
The strategy becomes a working brief: who the brand is for, what it should be known for, how it should sound, and which ideas the identity must make visible.
What we define
Strategic work
Each stage closes a decision before the next one expands it. The result is one connected brief, not six separate presentations.
We interview the people making the decisions, review the work already in market, and collect the customer and category evidence that the brief needs.
Working output
Interview notes, evidence review, decision brief
Branding focus
Recognition needs more than a logo
The identity is a set of connected behaviors. Every part has a job, a boundary, and an example your team can use.
Visual identity system
Type, color, composition, pattern and motion rules that still read as one brand across different teams and formats.
Imagery and art direction
A clear image brief and repeatable visual behavior for photography, illustration, interface capture and campaign work.
Brand guidelines
Practical rules, examples and templates that show the team how to make the next piece without starting over.
Selected work
Systems in the real world
Founder perspective
"Buying sneakers should be a joyful experience. We want people to find the pair they want simply and quickly."
Cory Chen, Co-founder & CEO/AREA02
The engagement
- 01Evidence and decision brief
- 02Strategy and creative direction
- 03Identity system and rollout rules
Start a project
Give the next decision a system
Tell us what is changing, where the current brand breaks down, and what the new system needs to support.
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