Scope
Brand
Content
About
Magsi came to us as a partnership rather than a brief. We worked alongside their team over a long stretch, which meant designing a system they could carry on building once we stepped back.
Mark
The mark had to survive being used by people who weren't in the room when it was made. We drew it with as few decisions as possible, so it is hard to misuse and easy to redraw at any size.
System
Everything is built from one measure. Spacing, type sizes and image ratios are multiples of a single unit, which means new layouts can be composed by people who have never read the guidelines, and still land in the right place.
Application
We built out the cases their team would meet first rather than the ones that photograph well: a template deck, a set of social frames, a document, a signature. The showpieces came after.
Craft
The handover was part of the design. Files are named the way their team names things, components are grouped by job rather than by type, and every decision that could be automated was.
End
Magsi came away with a system that has kept growing without us, which is the only real test of one.
Credits