Original studio concepts
See how strategic decisions become visible and usable.
Three self-initiated concepts explore the link between positioning, identity, content and customer experience. They show the studio’s thinking and creative direction and are clearly identified as concepts rather than client commissions.
North & Grain — modern pantry concept
Self-initiated brief: make everyday pantry products feel considered without disguising their practical value. The concept uses honest sourcing language, a warm editorial identity and a catalogue organised around how people actually shop.
Study focus: a warm identity, direct product language and a generous commerce system.
- Decision — lead with usefulness and provenance rather than luxury codes
- Proposed deliverables — positioning premise, tone, visual system, product taxonomy and storefront direction
- Limit — no supplier data, live catalogue, usability research or client brief was used
- Learning — editorial restraint still needs explicit product differences, prices and purchase cues
Formwell — everyday movement concept
Self-initiated brief: create a movement service that replaces performance pressure with clear, useful guidance. A modular identity and repeatable content structure support a calm route from first visit to programme choice.
Study focus: a precise verbal system, modular identity and calm membership experience.
- Decision — organise the proposition around confidence and continuity, not transformation promises
- Proposed deliverables — verbal principles, modular identity, programme architecture and membership journey
- Limit — no instructors, members, scheduling system or live service were involved
- Learning — a calm experience still requires decisive labels, comparison and next steps
Aster House — urban hospitality concept
Self-initiated brief: imagine a neighbourhood stay where the place leads the story without making booking harder. Editorial details create atmosphere while availability, room differences and policies remain easy to find.
Study focus: an atmospheric identity and a booking journey that lets place lead the story.
- Decision — use local context as evidence of character rather than decorative storytelling
- Proposed deliverables — brand premise, art direction, editorial modules and booking-flow direction
- Limit — no property, booking engine, guest research or operational data existed
- Learning — hospitality atmosphere works only when practical booking information remains immediate
Brand & Platform
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