Groundswell®

Amsterdam --:--

Start a project

Services  /  Brand

Brand

Typical engagement

10–16 weeks

A position worth defending, in a system that survives contact with reality.

Positioning, identity, verbal and visual systems, built to be used by people who were not in the room.

A working surface of colour swatches, pencils and paper

What you get

  • Positioning and narrative
  • Naming where required
  • Identity and visual system
  • Verbal identity and tone
  • Motion and sound direction
  • Guidelines and asset library

Brand work fails in the handover. The book is beautiful, the team cannot apply it, and within a year the identity has been quietly sanded down by a hundred small decisions. We design for the hundred small decisions.

Position before pictures

What you are for, who you are for, and what you are prepared to give up in order to be that. If the answer is not uncomfortable somewhere, it is not a position, it is a description.

Systems that bend

Type, colour, image direction, motion and voice, each with enough range that a designer in three years can do something new inside the system rather than around it.

Proof it works

We apply the identity to the twelve most-used assets in your business before we sign it off. If it only looks right on the cover of the guidelines, it is not finished.

In practice

Where this work has gone

Usually paired with