One thing we always do with clients is sit down together and work through their strategy. Sometimes that's a 1-to-1 conversation. Sometimes we involve customers, staff, shareholders or even the wider public. We want to understand what the business is, what it means to people, and how it feels.That insight is backed up with real research and evaluation.

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From there, we develop a selection of creative directions through mood boards, giving everyone a clear route to explore together.By the time we present the identity, we're not guessing.We're building on a shared understanding of the business, its audience and where it's going.

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So we don't need to sit around trying to find 50 ways to combine the letter A with a fish.We learn what the brand needs to say, who it needs to speak to and how it needs to feel.Then we create a visual identity that brings all of that together.Good branding isn't about finding the right logo.

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It's about understanding how the brand feels.