Brands people recognise.Products people understand.
We build distinctive identities and make websites and digital products easier to use. Explore the 40 principles behind our work, free to use in yours.
Ten disciplines. Forty laws. Published in full.
Not content marketing — the standard we review our own work against. Every principle carries its reasoning, a do-and-avoid list, and a test you can run yourself.
Video & Editing / Principle 03
Legibility survives compression
Judge titles in the delivered video, at the size and speed people will actually watch.
Explore this principle →How to apply it
- 01
Review real titles at phone size and normal playback speed.
- 02
Separate text from busy footage with a deliberate backing or a calmer composition.
- 03
Check captions, crops and overlays in the destination preview before release.
Check your work
Upload a 10-second title card. Download the platform encode. Watch it on a phone at arm's length. If you cannot read it in one look, reset the type.
The work of applying them.
Seven disciplines we take on commercially. Every engagement opens with a review, because the stated problem and the actual problem differ more often than not.
Projects, and the reasoning behind them.
Most studios keep their ethics informal — which means they get negotiated away one deadline at a time.
So we wrote ours down. Eight clauses, versioned in public, so that saying no is a matter of policy rather than a matter of nerve.
Essays, teardowns and field notes.
Tell us what you are making, and what is in the way.
A short brief is enough to begin. We reply within two working days, and we will tell you honestly if we are the wrong studio for it.