An identity that holds at every size
The brief
A wordmark, a grid and a photographic register that survive a shopfront, a phone and a ninety second film without a second system underneath.
What we changed
The placeholder paragraph that would carry the decision, what it replaced, and why the replacement was the cheaper of the two options over a year.
What stayed
The placeholder paragraph naming what was already working, so the write up reads as judgement rather than as a list of everything that was touched.
Result
A placeholder result, written as one sentence a reader could repeat to a colleague from memory, with the number attached to it.
