It starts with common sense.
Ten principles shaped by experience, curiosity and judgement. Nothing revolutionary. Just a healthy dose of common sense. The kind that, surprisingly, isn’t always so common.
01
A brand is not a logo. It’s a feeling you recognise.
If you remove your logo, would you still know it was you?
02
The best strategy is the one you can feel.
Can you feel your brand's strategy without being told what it is?
03
Colour is not decoration. It creates point of view.
If you brand changed colour tomorrow, what would change with it?
04
Good brands leave something behind.
What remains when the experience is over?
05
Culture moves faster than brand guidelines.
When was the last time your brand chaged because culture did?
06
If it only works on Instagram, it doesn't work.
Would your brand still exist if Instagram disappeared tomorrow?
07
The senses are part of the strategy.
What does your brand feel like beyond what it looks like?
08
People remember how you made them feel. Not your mission statement.
If your brand were a feeling, what would it be?
09
A brand without a point of view is just decoration.
If your brand had to take a side, where would it stand?
10
Don't make people notice you. Give them something to notice.
What detail changes the whole story?
Our services
THINK: understand what matters
DEFINE: build the idea people will remember
CONNECT: bring the strategy to the world
Where you can find our work:
Los Angeles, USA
Milan, Italy
Munich, Germany
Valencia, Spain
Eindhoven, The Netherlands
Turin, Italy
Madrid, Spain
Oslo, Norway
Vienna, Austria
Dublin, Ireland
Berlin, Germany
Salzburg, Austria
Stockholm, Sweden
London, United Kingdom
