Everyone wants to start with the fun part: the logo, the colours, the launch campaign. It feels like progress because you can see it.

But a logo built before the positioning is a guess with a nice font. When the strategy finally arrives and contradicts it, the whole visual system gets redrawn, and the launch slips.

We do it in order. First we answer who the brand is for, what it replaces, and why anyone should switch. Only then does design begin, and it begins with a brief it cannot argue with.

It feels slower for a week. It is far faster by the launch, because nothing gets built twice.