It’s a creative process that needs well defined rules and structures.
And most of all it needs its own space where tools and supports are constantly in relation.
A balance of parts. A geometry defining a new angulation. And while investigating our geometry, we found our new writing angle.
Choosing a clear identity. That’s why, once our writing angle has been identified, we must pick our new style:
our way of being, of talking, the syntax we comply with.
Basically, an immediately recognisable distinctive sign, defining a new visual grammar while speaking of the brand’s culture.
Pursuing independence means choosing a (new) direction that is not parallel nor perpendicular to anyone’s else direction.
Not even a crossing one.