001.1the system in useidentity applied across a full campaign, from the master mark through to real layouts in context.001.2type and grida typographic scale and a grid built to hold together across every format the brand touches.001.3one language, many surfacesthe same rules carried through print, screen and motion so nothing drifts over time.001.4the mark in contextthe identity meeting real people and real screens, not sitting alone on a presentation board.001.5scale and hierarchyhow the system behaves when it has to hold a headline, a caption and a number on one page.001.6the full pictureevery element pulled back together so the brand reads as one considered whole.
