Give people something to recognise.

Before opening Figma, we work out what the brand needs to mean to the people buying it. The audience, competitors, positioning and personality give us something more useful than a moodboard to design from.

When the business still needs a name, we explore territory that fits the positioning rather than generating a hundred vaguely startup-shaped words.

We consider meaning, sound, memorability and how the name will actually behave as a brand before narrowing the field.

The logo gives the system an anchor. We explore concepts from the strategy, reduce them to what matters and build a mark that survives everything from a navigation bar to a billboard.

Colour should make the brand easier to recognise, not just make the guidelines prettier. We build a focused palette around the personality of the identity, with enough range to work across digital, print and everything between.

Typography does a surprising amount of the talking. We choose and define type that supports the personality of the identity while remaining practical across websites, products and everyday communication.

We define how the brand speaks, what it avoids and how that personality changes between a headline, a button, a sales page or an awkward error message.

Not a dictionary of approved adjectives. Rules people can actually write with.

When a brand has room for a character, we design mascots as part of the identity rather than decoration added afterwards. Shape, expressions, poses and behaviour all come from the same system.

Everything comes together in a practical set of rules for using the identity consistently. Logo, colour, type, voice, imagery and character systems are documented so the brand can keep working without us standing over everyone’s shoulder.