Make the idea work.

Nine working notes. Real decisions, inspectable examples and tools for the next commission.

Ivory paper leaves with a black circular field, a blue bookmark, yellow tab and lifted corner revealing red backing.

From the studio

Notes on making things mean something.

Practical thinking about identity, image-making and movement.

Black paper forms in descending sizes, with a circular opening in the largest and blue and yellow edges.

01 / Identity

A responsive logo needs decisions at real sizes

Choose logo arrangements and detail for real placements, with a true-size Blankout proof and an editable export checklist.

Stepped ivory sheets bound by a yellow strip over blue and black paper.

02 / Briefing

Brief an identity by deciding how you will judge it

Turn a commission into applications, evidence and selection criteria. Includes an editable brief, a review sheet and a completed fictional example.

Blue and black semicircular paper forms joined by an ivory fold, with a narrow yellow edge.

03 / Identity systems

One brand, two visual expressions: decide what stays the same

What stays shared when one identity has two expressions, what can change, and how to decide whether the range earns its upkeep.

Blue, yellow and red paper planes meeting black insets and warm ivory gaps.

04 / Colour

Keep the bold palette. Design the colour relationships.

Keep a vivid palette by giving text, controls and fields clear roles. Inspect measured pairs and a working control example in both expressions.

Blue, ivory and yellow paper planes meeting a black strip at a red corner.

05 / Art direction

Turn positioning into an art-direction system

Translate a strategic distinction into composition, material and exclusions, with a related-venture example and a usable commissioning board.

Red curved paper pieces arranged around a black pivot and a blue stop line.

06 / Motion

Design a motion identity that works when motion is off

Build a motion language from the identity itself, with a short replayable example, a motion score and a complete quiet state.

An ivory folder holding blue and black papers, a yellow strip and black binding cord.

07 / Handover

What should you receive when a brand identity is handed over?

Inspect sources, exports and update ownership. Follow one colour change through real sample files, including a deliberately stale icon and its repair.

A split black circle, folded card and offset rectangles crossed by one yellow band.

08 / Image systems

Art-directing AI imagery: keep the rules, vary the composition

Inside our three-cover study: source-grounded subjects, fixed material rules, native geometry and a real selection record.

Black, blue and silver circular paper constructions joined by a muted red strip.

09 / Commissioning

Photography, illustration or generation: choose by the image's job

Choose the production method by what an image must show, explain or express, with worked examples and a practical commissioning table.

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