Work / Identity / DECO CODE
My own Hardest Client.
Brand / Identity system / This site
A studio’s identity has to prove what the studio sells.
The logo, the two marks inside it, four colours and two typefaces, and why each of them is there.
01 / The briefStart from the logo. Add nothing idle.
One logo. / One system.
Everything on this site comes out of the logo.
The logo came first. I built the rest by reading it closely: its ring, its three bars, its orange. Those parts do the work across the site, so nothing new had to be drawn as decoration.
02 / The logoBuilt as geometry. Never redrawn.
One drawing. Two planes.
03 / Up closeStudio renders / This site
The same site, nine ways in.
01 / The toolThe work archive 
02 / On a phoneThe studio page 
03 / The detailThe work archive, close up 
04 / Across sizesThe services page 
05 / Straight onAll four devices 
06 / The monitorThe home page 
07 / Laptop and phoneThe studio page 
08 / The tabletThe services page 
09 / The whole deskFrom high on the left
04 / Two marksTaken from the logo
The O. A point of focus.
The ring with the orange centre marks a moment worth noticing: a chapter, a selected state, a step in a process. It is never repeated to fill space.
Chapters / Selected states / Process steps
The E. Structure and rhythm.
The three bars, the middle one orange, stand beside a statement and divide a reading sequence. Where they appear, something is being organised.
Statements / Dividers / Reading order
05 / Four coloursThree from the logo. One uninvited.
Each colour has one job.
- ink
#0E1015
The dark foundation - paper
#FDFDFD
The editorial space - orange
#FF641C
The trademark - Wildcard
#D7FF3F
The one that does not fit
Orange is a graphic colour: on a light surface its text stand-in is the deeper #A93900. Lime is rationed: one closing band per page and a few small signals.
06 / The voiceTwo typefaces. Two jobs.
Inter Display / IBM Plex Mono
A tight, heavy grotesque makes the statements. A mono face carries every label, index and button. The middle line of a headline steps out of line on purpose.
Built to Stand Apart.
Display / Tight tracking / The offset line / Quiet metadata
07 / ApplicationsOne system. Many surfaces.
The same marks everywhere they go.
Website / Home01 
Business card / Front and back02 
E-mail / Enquiry received03 
Share card / Favicon04 
CV / Cover05
08 / The rulesWhat keeps it one system
Four rules that hold everywhere.
01 / Logo
Never redrawn.
One geometry feeds the header, the favicon, the e-mails and the share cards.
02 / Colour
Roles, not values.
A component names a role; the plane it stands on decides the colour.
03 / Type
One scale.
Every size on every page is one of a closed set of text styles.
04 / Corners
Square.
The only circles are the O-mark, the theme toggle and the hero’s arc.
01 / More projectsNext one
More projects.
Experiment / 001Start a conversation
Not a Template.
An identity is a set of decisions you can explain. Bring yours, or bring the lack of one.
Start a project