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PHILOSOPHY

A life of brut functional-utility is not worth living. But to walk amongst the sure hand of an exquisitely designed environment, or to behold knee-buckling art, does more than get a job done—it stokes the mind and ignites the soul.

Thoughtful branding will fuse matters of the heart with aesthetic form, color, and symbol, to sculpt identities with emotional impact and cultural resonance.

We strive for branded experiences that embrace us in a frisson of sensation and belonging, that rouse within us a sense of the Divine.

As we unfold design moments over the customer’s brand journey, we are blessed with the responsibility of inspiring beings of light.

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IT STARTS WITH REVEALING

We are believers in the power of a singular idea for a brand. This comes from a curious look at business drivers—the marketplace, competitive & consumer trends, company strengths—artfully synthesized into a beautiful truth that stands firm in the brand’s purpose, novel expression, and creative exuberance.

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A potent brand will plant a flag that says:
this is my territory, I own it, step off.

Often the vibe of a brand comes from the founder and can be viewed as an auteur’s cinematic vision: “let’s show the world how much better it looks with our hotel, product, or technology in it!”  We speak about setting the scene, curating the props, orchestrating the mood, readying for their customers to take the stage—for them to experience the brand as a living production in which they’re a central figure.

We celebrate creative disruptors
and thrive on turning your vision into an
epic cinematic brand.

What if we removed all personality from the style of font expressing a word?  Would the word’s meaning become more pure, more precisely the idea itself, unadulterated by the “style” of its own expression?

If that is is true, then so is its opposite: that the meaning of a word must be enhanced, invigorated by just the right typographical expression. Sort of a mimetic topography that

amplifies meaning through visual resonance. To that we say,
HELL YEA. Fusing the shape & silhouette of logo type with the meaning behind it carves a brand into the cultural memory.

Shoot us now if we create
another Helvetica based logo.

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It’s a fluid system of discoverable,
bottomless delight.

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Slapping your logo around everywhere? Boring. A Fluid Brand slowly unveils itself at every step of the guest journey.

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Think matryoshka doll whose mysterious layers continually delight as we journey to the heart of identity. At some point in your relationship with a brand you admire, it should make you cry.

Cry tears of poignancy, belonging and alienation. That is to say, something has become so beautiful that must have it, yet you realize you are outside of it.

Or, you may tell your CFO that we position brands to lead industries & capture markets.

What’s your beautiful truth?