Why we insist on creating clarity
Our world will always be complex and connected in ways we will not always fully understand. That is where a good brand is the opposite. At its core, a good brand is a simple concept. It makes sense of the complex. It is the set of visual and verbal cues that will make people connect with brands.
In a complex world, simplicity wins
Most brands are instantly forgotten. They look the same, sound the same and feel the same as everything else around them. They are built on flimsy, easy and far too obvious ways of thinking.
Herein lies our opportunity. While we cannot change the world, we can change our little piece of it. While others struggle in their sea of sameness, we can stand out. We do so by defining and designing a simple idea that guides everything, everywhere, all the time. Be generous. Be courageous.
It starts with an act of generosity to make it really simple. Simplicity so that it is instinctively understood. So that it is easy to use. And it actively helps people and is designed to let them win. There is always a thought, reason and strategy. There is no ‘just because’ in a simple idea.
The least risky choice
In our fast-changing world, being brave is not the riskiest choice. The riskiest choice is to be timid. The timid are left behind. Some see this. Most do not. To be courageous is to remove the irrelevant and reveal the essential. And trusting that the idea in front of you is the right idea.
Once we have our simple idea, we give ourselves the rare opportunity to do what the vast majority never do: take off. To escape from the predictable and uninspiring all around us. To make ‘dare’ a natural way of thinking and being.
Not a destination, but a direction
Creating an iconic, successful brand is a challenging, never-ending endeavour. One that requires us to be adaptable and agile. The simple idea is therefore not a static, fixed thing. It does not give us a destination, but a direction.
The simple idea is the basis for thousands of daily context-driven gestures and touch points; the moments, big and small, on which every brand is built. It’s how people get to know your brand, not just by what you say, but by what you do. It creates and strengthens bonds that will stand the test of time.
This is our mission:
For those who see it and are willing to seize the opportunity that lies ahead, we make simple, generous and bold brands. Brands that win. All of them.