Press release: Thoughtful reveal new identity and website

by Simon Leadbetter

It is a Friday in May. Everyone has gone home and I am sitting here writing this press release with a big grin on my face and a sense of pride. The team have spent all day putting the final touches on the website before we quietly launched it mid afternoon – breaking our own rule about never launching websites on a Friday.

This website is the culmination of a couple of months worth of reflection, review, discussion and development of our brand. The result is a new bolder identity, greater confidence and clarity about our design principles.

We have always been a design led agency offering a traditional graphic design service, however, due to our excellence in web design, we have found ourselves with an abundance of digital design projects. This has always been a strength and always will, but our brand now focusses on communicating our core offering: excellence in design. Period.

We hope you like the new uncomplicated approach. We do.

Our design principles

We have established four design principles to guide our approach to our brand, which we have enshrined in a poster (see above) that hangs on our wall in our studio — acting as a constant reminder.

These design principles are based on established Japanese principles:

  1. Zen: Design should be freed from all kinds of associations that have little or nothing to do with its original manifestation, keeping everything to an absolute minimum.
  2. Ma: A total lack of clutter and the emphasis of negative space.
  3. Shibui: A particular aesthetic of simple, subtle and unobtrusive beauty.
  4. Iki: An expression of simplicity, sophistication, spontaneity and originality.