VISUAL LANGUAGE BUILT AROUND CHARACTER AND CONTEXT

A glass of whiskey, a red book with a lion emblem, a tartan scarf, and a dark background.
Person dressed in traditional Scottish attire, including a tartan kilt, black jacket, white shirt, and sporran, standing indoors with a table and sofa in the background.

AN APPROACH
TO IDENTITY

Identity starts with understanding what needs to be expressed and how it will be encountered. From there, a visual language can develop across typography, imagery, materials and the details that bring it to life.

Each element is considered as part of a wider system, creating an identity that can adapt across different expressions while remaining recognisable.

A vintage tin toy train car labeled 'Pullman' and 'Aurelia' on top of a decorative pink book with embossed patterns, set against a blue background.

Projects move between developing new visual systems and working within existing ones, refining or extending how a brand is expressed.

Identity often develops alongside photography, motion and other visual outputs, allowing each part to contribute to the same wider language.

IDENTITY IN CONTEXT

Designed to remain clear and recognisable as its application changes, identity is approached as a framework rather than a fixed set of elements.

Materials, typography and layout are considered in context, responding to how and where the identity will be encountered across physical, digital and spatial environments.

A person with gray hair wearing a blue patterned garment is seated at a wooden piano and holding a vintage music book titled 'The Cellar' in front of their face, obscuring their facial features.
A cozy bed with white linens and a beige throw blanket in a warmly lit wooden-paneled room with a window showing a green landscape outside.
An open pink notebook with a line drawing of a woman with flowing hair, surrounded by stars, on its pages, resting on a blue surface with a blue pen attached to the notebook.
Close-up of documents, including a tartan-patterned cloth and a blue booklet with a gold lion emblem, and a printed photograph of a river with a bridge.
Close-up of a maroon-colored quilted fabric with a decorative stitch pattern, placed on a dark blue surface.
Close-up of a piano keyboard with shadowed and illuminated keys, showing a few black and white keys.
Open greeting card with handwritten message on blue background, with photographs of Christmas decorations and a festive scene at the bottom.

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