Identity Guidelines
January 2024
Our digital world
Our website acts as our shop window to the world. It’s the destination that our socials point to, a place that’s available to view 24 hours a day, from almost any kind of device anywhere in the world. Because of this, content can and does change at the drop of a hat, and the website needs to be agile enough to respond to that.
With that in mind, we have approached the design of the website in an atomic way — individually designing every conceivable component in every possible interaction state. These elements are then developed once, and can be injected anywhere across the site, like a giant jigsaw puzzle, to accomodate any content at any time.
We don’t have pre-designed, static pages. We have a flexible system of components that are arranged and re-arranged depending on our message and the purpose of the page and content.
An example showing the overview of headline type scaling across different device sizes
An example showing the overview of body type scaling across different device sizes
An example showing the overview of image ratios on our website
An example showing the overview of button states in light and dark modes
An example showing the overview of icons we use on our website
An example showing the overview of drop down states
An example showing the overview of a couple of text-based components across device sizes and color modes
View the Figma
Access to the Figma file which outlines every detail of the website design, ready for development handover.
Logo
Icon
Story
Voice
Color
Typography
Imagery
Pattern
Website
Applications