Service · Identity
Brand, type and interface designed as one thing — and delivered as working code, so the version approved is the version that ships.
A logo is not a brand. The type system is doing most of the work.
the system what it produces ────────── ──────────────── type scale display · h1 · h2 · body · caption ┐ spacing 4 · 8 · 16 · 24 · 40 · 64 │ colour roles ground · ink · muted · line · signal ├──► components ──► pages motion enter · respond · settle │ buttons, cards that look voice how it says things ┘ nav, forms deliberate wordmark · one artefact beside the system, not the source of it
This is why a logo on its own changes so little. Recognition comes from the parts above it — and those are also what let other people work on the brand later without it drifting.
Positioning first
What this has to say and to whom. Identity work that skips this produces something pretty nobody can defend a year later.
Two directions, not ten
Two genuinely different routes, each argued. Ten options is a way of avoiding a decision rather than offering one.
Built in the browser
The chosen direction is developed as real pages on real screens, where type and motion behave the way they actually will.
System and handover
Tokens, components and written rules, so the brand survives being used by other people.
Identity & type
3–5 weeks
With the website
6–8 weeks
Engagement
Fixed scope, quoted after the first call
Delivered as
Working code, tokens and written rules
A logo, or a whole identity?
A wordmark on its own solves very little. What makes a brand recognisable is the type system, the spacing, how colour behaves and how things move. The mark is one artefact inside that, not the deliverable.
Do you deliver Figma files?
Figma where it helps thinking, but the deliverable is working code. Designing in the browser means the thing you approved is the thing that ships — no translation step where the detail quietly dies.
How long does it take?
Three to five weeks for identity and a type system. With the website, six to eight, because the two get designed together rather than one after the other.
Can you work with a brand we already have?
Often that is the better job. Most brands do not need replacing, they need a system: rules for type, spacing and colour that make every future page look deliberate instead of improvised.
Why only two directions?
Because ten is a way of avoiding a decision rather than offering one — and it quietly moves the design work onto you. Two genuinely different routes, each argued, is a real choice.
What if we already have a site we like?
Then the work is extracting the design system out of it, so the next twenty pages hold together without you art-directing each one.
What it is, who it is for, and what about the current version stops working. You get a scope, a timeline and a fixed quote before anything is designed.
