The challenge
A mark designed for signage and stationery, being asked to work as an avatar, a favicon and a video end-frame.
Case study
An identity system for a heritage manufacturer
Forty years of equity, expressed in a way that had stopped travelling to a screen.
The objective
Keep what people already recognised and make it survive the sizes it now has to live at.
The strategy
Restore rather than redraw. The equity was in the proportions, not the detail that was being lost anyway.
The solution
A tightened mark, a type system with a working small size, and application rules written for the formats the business actually uses.
The execution
Delivered as a system rather than a document: the assets, the rules and the templates the team produce most often.
The results
Shown here as selected work rather than a case study, because the outcome is a visual system and not a measured claim.
What we learned
A guideline nobody opens is not a guideline. The templates were used immediately; the PDF was not.
What is next
Applying the system to the product packaging, which is still running the previous mark.
An opportunity identified for a future phase, not work already commissioned.
Sample content, created for layout review. Replace or remove it before this site goes live.
About this entry
The client is described rather than named, which is how an anonymized case study is published. The figures are illustrative and labelled as such.
Sample content. Client anonymised; figures are illustrative.
The problem behind it
If this is your situation, start here.
Read next
Another problem, another system.
Start the conversation
Have a problem like this one?
Bring us the business problem. We will map the system that solves it and tell you honestly what it takes.
No obligation. A conversation, not a pitch.