Three directions, argued out loud

Why three

One direction is a sales pitch. Ten directions is a buffet. Three directions is a real choice: each one takes the brand sentence somewhere different, and each one is good enough to ship.

We design them in parallel with different people leading, so they do not quietly collapse into the same idea.

The review room

We present each direction in context: a shop front, an app screen, a billboard, a business card. Then we argue for it as if it were the only one.

Clients are invited to argue back. The goal is not to win, it is to find what the brand needs.

After the choice

The chosen direction is never final on day one. We usually borrow one thing from a losing route — a colour, a typeface, a gesture — and fold it in.

Two weeks later, nobody remembers the other directions. That is how you know the choice was right.