Sample project
One identity, from the favicon to the billboard
The Diverse Commerce identity system: mark, type, colour, voice and the rules that keep them consistent everywhere.
- Design
- Websites
- Video
Design should feel inevitable.
Brand systems, interfaces, graphics, packaging, 3D and motion that make every touchpoint feel like one company, from the logo to the last button.
Open the board(02)The board08 modules
Eight crafts. One system.
Type, colour, interface, packaging, graphics, 3D, imagery and motion, designed together so nothing has to be reconciled later. This is our own system, pinned up.
The board holds eight modules of the Diverse Agency brand system: a type specimen (Refoke Black for display, DM Sans for body, IBM Plex Mono for labels); the palette (Ink #140D1D, Purple #6721DF, Paper #F7F6F9, Plum #261735, Lime #C5F43D); the D-mark extruded as a 3D object; interface components (buttons, a theme switch, an input, card states); a graphic composition built from the mark's wedge; a packaging dieline; a duotone image crop with grain and crop marks; and the easing curves the brand moves on.
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01Typography
- Refoke Black Display · 900 · Caps · −1%
- DM Sans Body · 400–700 · 1.6
- IBM Plex Mono Labels · 500 · +20%
Scale 13 · 5.2 · 1.85 · 1.3 · 0.75 rem
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02Colour
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033D
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04Interface
- Default
- Hover
- Pressed
- Disabled
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05Graphics
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06Packaging
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07Imagery
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08Motion
(03)TransformationExample brand
From plain to inevitable.
A deliberately plain brand, built up one decision at a time. Every step keeps what came before it.
Example brand · not a client
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00Start
A name in a default font.
Black on white, no point of view. This is where plenty of brands stop, and why they are easy to forget.
- Example brand
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01Strategy
Decide what it has to say.
Positioning, audience and tone of voice come first. Every visual decision after this has a reason to point back to.
- Positioning
- Audience
- Tone
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02Identity
Give it a face.
A mark, a typeface and a palette. Small enough to remember, strong enough to stretch across everything that follows.
- Mark
- Type
- Palette
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03Digital
Put it to work on screen.
The identity meets an interface: layout, components and states that hold up at 390 pixels wide as well as on a billboard.
- Layout
- Components
- States
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04Motion
Decide how it moves.
Timing, easing and transitions. Motion becomes part of the brand, so the logo, the site and the social posts move the same way.
- Timing
- Easing
- Transitions
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05Experience
Every touchpoint, one company.
Site, social, packaging, signage, stationery. It all feels like the same company because it is built from the same system.
- Site
- Social
- Packaging
- Signage
(04)Crafts06 crafts
Every craft. The same hand.
Each discipline has its own specialists and its own standards, and all of them answer to one brand system.
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Brand
01 / 06
Positioning, logo and identity systems. The decisions everything else inherits.
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Interface
02 / 06
UI/UX for websites, apps and dashboards: flows, wireframes and component libraries built for the people who code them.
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Graphics
03 / 06
Campaign graphics, social templates, presentations and print. Consistent without ever feeling repetitive.
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Packaging
04 / 06
Structure, dielines, labels and unboxing. The part of the brand people hold in their hands.
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3D
05 / 06
Product renders, brand objects and 3D scenes for launches, websites and motion.
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Motion
06 / 06
Logo animation, interface motion and motion identities. How the brand behaves, not only how it looks.
(05)What we design07 disciplines
The full specimen.
Seven disciplines, one standard. Open any line to see what is included.
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Positioning, naming support, logo, typography, colour and the rules that hold them together.
- Brand strategy
- Logo + mark
- Visual identity
- Tone of voice
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Research, flows, wireframes and interfaces for websites, apps and dashboards, handed over as components developers can build.
- UX research
- Wireframes
- UI design
- Design systems
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Campaign assets, social templates, presentations, reports and print, designed as systems your team can keep using.
- Campaigns
- Social templates
- Presentations
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Structure, dielines, labels and unboxing moments, prepared for print and production.
- Structure
- Dielines
- Labels
- Print-ready files
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Product renders, brand objects and scenes for launches, product pages and motion pieces.
- Product renders
- Brand objects
- Scenes
- Web 3D
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Logo animation, UI motion, animated graphics and motion identities that give the brand a way of moving.
- Logo animation
- UI motion
- Motion identity
- Animated graphics
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The rules, templates and files that let your team and your partners use the brand without asking us first.
- Brand guidelines
- Templates
- Asset library
- Handover
Sample project
One systemDesign is the capability every other one wears: the site we build, the campaigns we run and the films we cut all start from the same system.
(06)Start here
What should it look like?
Bring the brand you have, or just the name. We'll help work out what it needs to become, and what can stay.