( الإيقاع )
One mark through the year
A mark is chosen in a week and lived with for years. We plan for the year, not for the reveal.
Plan for the calendar
We map the next twelve months of surfaces before choosing a direction: the homepage, two campaigns, a product release, a conference. The mark has to survive all of them.
Test in context
Early directions are tried on real surfaces, not mockups on a plain background. The weak ones fail quickly, which is the point.
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