Well, you can’t just wing it, even after all these years. Behind all the posturing, bluster and concert ejections, there is some solid thinking about how we approach our work. Don’t let the way we look fool you. We are smart thinkers and visual magicians. We can analyze, strategize, formalize and execute. We can exceed your wildest expectations and we can haunt your dreams. (yeah, we made that last one up). There are 4 key elements we use as the pillars of our creative approach. These four pillars provide a solid structure on which we can develop your brand. PROCESS, INTENT, CONTEXT and DUTY

“A Brand is not a product or a promise or a feeling. It's the sum of all the experiences you have with a company.”

Amir Kassaei


We created a 6 phase process as a basis to structure our programs depending upon the ask. By using a simple phased framework, we can customize / populate each phase with tasks that have been identified as critical to gain client buy-in in order to to keep the project objectives and deliverables on-track. This linear approach is defined, by milestones that require client sign off to move onto the next phase, keeping them engaged throughout the project duration.


All branding begins with a deep exploration into the vision, mission, culture and operations of the organization, followed by an audit of the perception of the product or service from the customer. The most successful brands build relationships with their customers through positive engagements and providing true value, helping make the brand irreplaceable. This builds a strong platform from which we can build positioning and messaging platforms to make the creative excel.
Creating holistic brand experiences requires an understanding of all the customer touchpoints. This is paramount in tailoring appropriate communications at any given ‘moment' where the customer will engage with the brand. This can be from a ‘decision-making’ or ‘chronological’ stand point and can be across different media, platforms and channels. In all cases the strength and consistency of the communication will help reinforce a strong brand narrative.

“Design is a process - an intimate collaboration between engineers, designers, and clients.”

Henry Dreyfuss


Everything needs a ‘raison d’être’. Something’s sole reason to exist gives it a purpose; a job; a task; and it will be judged upon its performance. The goals are generally ROI related, but on occasion may be human centric. The job of the creative, through communication and visual design, is to ensure that those goals are not only met but exceeded. Those challenging questions must be addressed and answered through careful and considered design decisions that cumulatively propel the creative to excel and succeed.

Nothing is arbitrary.

“Between two products equal in price, function and quality, the better looking with out sell the other.”

Raymond Loewy


‘Context’ for us, is one of the most important words in the creative agency’s lexicon. Understanding how what we are designing not only relates to the brand, but how it impacts on, and functions with, all the other assets is an integral part of the creative strategy. Being disruptive is one thing, but if it loses you all existing clients and business, it’s not really going to work, is it? So we look at what our ask is and we evaluate that against existing assets so we can propose a suitable roadmap for how the new element(s) can be introduced into your brand ecosystem.

“Always design a thing by considering it in its next larger context - a chair in a room, a room in a house, a house in an environment, an environment in a city plan.”

Eliel Sarrinen


As a creative agency, we have responsibilities in several areas that we are passionate about. We need to be responsible with the work we produce and how it affects the delicate balance of your brand ecosystem. We must exhibit responsibility with our clients’ budgets and expectations; we won’t promise the moon if we can’t deliver it. What we will do is look at how we can get you to where you want to go, and if it’s unrealistic we will work with you to chart a course over time to get you there. Finally, we have a responsibility to the environment, through the use of sustainable materials and print / production techniques wherever possible.

“If I have the means,
I have the responsibility to employ them.”

Terry Brooks, The Scions of Shannara