02 — Identity
Identity With A Spine
Marks, voice, and a visual system that holds up in the wild — print, social, product, scaled and squeezed in places you didn't plan for.
Deliverables
What you get
- 01Logo / wordmark (primary + variants)
- 02Color, type, and motion tokens
- 03Voice and writing principles
- 04Stationery, social, packaging templates
- 05Brand book (PDF + Figma source)
How we work
01
Position
What's the company actually for, and who's it for? I answer that on paper before drawing anything.
02
Sketch
Twenty rough directions cut to three, cut to one. Hand sketches, not Figma — slower on purpose.
03
Build
Refine the chosen direction into a real, working system. Stress-test it on awkward applications, not pretty ones.
04
Hand off
Files, source, and a brand book your team can extend without me. I'm a phone call, not a dependency.
Selected work