Every brief arrives with an answer already attached to it. Our first job is to set that aside and look at the thing itself - the product, the shelf, the people who buy it and the ones who walk past. We go to the factory. We read the reviews nobody at head office reads. Most of what matters was never in the brief.

This is where the hard calls get made: what the brand is for, who it’s for, and what it must never stop being. Direction is mostly subtraction. Deciding what to leave out is harder than deciding what to add, and it’s the step most work quietly skips.

Then we make it properly. Design, words, photography, film - built together rather than passed between specialists, because a brand assembled by four vendors always looks like a brand assembled by four vendors. This is the part you can’t shortcut and can’t fake.