Immersion and insight come before any tool is opened. Every visual device that follows has to trace back to a written insight — nothing is decided by taste alone.
00
Written as if from a real client, before any design assumption is made.
01
Research until the direction is inevitable, not chosen from a shortlist.
02
Three tensions written, the most uncomfortable one kept.
03
The brand's world described in words before any tool is opened.
04
Mark, colour system, typographic voice, graphic language — in that order.
05
Logo reveal, colour transition, typographic entrance.
06
A minimum of eight surfaces, including one unexpected one.
07
The case study as an argument — problem, insight, consequence.