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1 - Developing an effective and enduring
brand positioning isn’t about spin, it’s about
telling the truth. Listening for what people
say about you most often: capturing it,
articulating it well and bringing it to life
visually. And there’s nothing more engaging
than the truth -
2 - The quality of our work is a direct
reflection of the quality of our client
relationships. We invest heavily in both -
3 - We don’t believe in ‘one size fits all’.
We only approach things the same way as
before, if it makes sense to do so -
4 - Visual identity needs the ability to
stretch across the globe, carry a variety of
messages and support a plethora of media.
So the best brands have variety and pace,
rather than ‘cookie cutter’ relentless
consistency -
5 - We don’t believe in tools, models and
trademarked gizmos. They assume clients’
challenges are homogeneous and they
produce homogeneous results. We simply
think, resolve and develop a solution. It
might be harder work, but it’s also much
more creative, effective and authentic -
6 - We don’t make things look ‘pretty’,
we help get the message across more
effectively. Everything we do is tuned
to that purpose. Design with nothing
superfluous and nothing missing.
Typography that is clear and accessible.
Information design that indicates where
you are and where you’re going. Visual
hierarchies that highlight where to
look first -
7 - Words and design should work in
harmony not simply placed together. They
both demand creativity. They each play out
different facets of the overall message.
Words playing out a tune, design dancing to
its rhythm -
8 - Digital media isn’t the sole preserve of
consumer brands. Your website should be
an integral business tool, not a flimsy shop
window. Providing enviable reach and
flexibility -
9 - Social media isn’t a dark art. It simply
amplifies conversations already taking
place. It provides an opportunity to create
community, develop excitement and
manage the message. But just because it’s
de rigueur, doesn’t mean it’s necessarily the
appropriate tool for your brand -
10 - We occasionally get asked to ‘prove’
the value and effectiveness of our work.
Sometimes it’s easy, but all too often it isn’t.
But the return on a well-managed
communications is obvious. Ensuring
people take away the impression you want
them to have, and not leaving it to chance