Comfort is expensive
Most rebrands fail quietly. Nobody hates them, and nobody remembers them. The cost shows up two years later, when the new identity has become wallpaper.
An edge is not a gimmick. It is the one choice in a system that only this client could make: a colour no competitor would touch, a typeface with a strange ear, a photograph cropped too tight.
Finding the edge
We look for it in the client's own habits. A ceramics studio signs its bowls off-centre, so its mark sits off-centre too. The edge is rarely invented. It is noticed.
Then we protect it. Every round of feedback will try to sand it down. Our job is to explain why it matters before it disappears.
