“Stroke, time or imagination”

“Loose, short, firm, relaxed, half-done, blurred, limitless, uncertain, unpredictable, defined… that is how a stroke can be, or it can be however you imagined it on that canvas we might call an idea.”

Every project starts with a line: the first intention to communicate something. From there we build the concept, the graphic system and the materials that support it. What looks like a spontaneous gesture is actually the result of many small decisions.

At the studio we work with that tension: the freedom of the stroke and the discipline of the grid. When the two meet, the brand stops being a logo and starts behaving like a system the client can use without us.

That is why we invest time in exploration. We aren’t looking for the first solution that looks good on screen, but for the one that survives the move to the printer, the shelf and the client team’s daily use.