#brand identity
12 pieces filed under “brand identity”.
Sonic branding for studios without a jingle budget
Lightweight sonic identity without the six-figure jingle: the three-moment rule, UI sound principles, accessibility defaults, and one commissioned motif.
A photography style without a photoshoot
No budget for a shoot? Crops, duotones, grain and a treatment matrix make any source image look on-brand. How we art-direct cheap photography.
Illustration systems that don't go stale
One-off illustration ages like milk. Here's how we build illustration languages as systems: primitives, composition rules, generators and maintenance models that survive.
Trust marks without the clipart
Certification badges and partner logos are the least trusted pixels on B2B sites. Typographic credentials, provenance links, and when badges erode trust.
Sonic branding: the layer most products mute
UI sound is brand identity nobody briefs: sonic layers, notification tones, testing with accessibility in mind — and knowing when silence wins.
An illustration system is rules, not a folder of PNGs
Illustration that stays consistent after the artist leaves: principles with forbiddens, per-artist commissioning briefs, rarity budgets, and storage that survives churn.
The logo is dead; long live the identity system
The standalone logo died when surfaces multiplied and motion became default. What replaced it isn't a smaller logo — it's an idea designed to survive every context.
Packaging thinking for brands that live on screens
Digital brands still fight for shelf presence — the shelf just became glass. What packaging teaches app icons, social avatars, favicons and the 32-pixel identity problem.
Design logo systems, not logos
A logo is judged at 16 pixels and on an invoice footer, not the presentation wall. How we build tiered identity systems — marks, motion, rules — that survive.
Mascot systems: when the character earns its keep
Most mascots are clip-art wallpaper. Here's how to tell if a character will earn its keep — and the construction, expression, motion and usage rules that keep it sharp.
Type pairing for brand systems: two voices, one argument
How we pair display and text faces in identity work: contrast logic, superfamilies vs strangers, the third-face rule, and testing in the ugliest context first.
Pinch & Sprig — a bakery group that sells out by 10am, online first
Three Sydney bakeries, one-tap pre-orders with honest cut-offs, a wholesale portal that kills the 5am phone call — and menus that are pages, not PDFs.