Branding & Wayfinding

Narrative to Imperative

Developing a brand from the macro concept down to the micro details of directional wayfinding allows us to craft a cohesive story, punctuated with moments that guide guests through each experience with ease.

what we do
Brand Concept Development
Brand & Project Positioning
Identity Development
Touchpoint Design & Rollout Guidelines
User Journey Mapping
Information Design
Environmental Graphic Design
Physical and Digital Signage & Wayfinding
Material & Production Advisory

SWOT Team

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Before design begins, we move beyond physical and stylistic requirements, conducting competitive and client analysis to identify opportunities and define the negative space that allow each project to stand out.

North Star

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For over 45 years, we have designed experiences through interiors, guided by the belief that impactful design begins with a client’s narrative. Using the insights we gather, we shape journeys defined by emotional touch points that reinforce brand positioning and guide every design decision.

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Tandem Design

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As a creative design studio, we work in tandem with interiors, art, product, and planning so that every element supports a unified narrative. Through this process, cohesion is achieved, allowing small wayfinding details to guide the design and become integral rather than added-on. Light, art, and signage merge seamlessly to enhance the spatial narrative.

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Visual Language

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We create tools that help internal and external teams carry the vision forward and maintain design integrity. We then establish a clear standard and a project framework that guides decision making as the project evolves.

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What we've Done

Park Villa Residence Manila

Blank Slate

We began the project with extensive market research into what defines ultra-luxury residences around the world, gaining a deeper understanding of design and guest experience at this level. Building on these insights, we developed a brand strategy and positioning to help the client define how this project in Manila should be presented and promoted.

Services: Brand positioning, Wayfinding, Information Design

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Moxy Hotel Downtown Los Angeles

Guided by Subtle Cues

For this project, we designed both the room numbers and the corridor carpet pattern. The overall concept was inspired by the idea of being on the road and the experience of travel. Drawing references from LAX, we looked at how airports use lines and signage systems to guide pilots through space. Translating that into the interior, we created carpet patterns that subtly lead guests along the corridors without relying on wall signage. The room numbers were designed with a nod to old-school flipping signs once found in train stations and airports, adding a layer of nostalgia to the journey.

Services: Wayfinding

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Ami Woodear Hong Kong

Distinct Characters

We were tasked with naming and developing the identity for this project: a French-style cuisine restaurant paired with a bar featuring one of the rarest whisky collections in Hong Kong. The restaurant was named Ami—French for ‘friends’—to evoke warmth, connection, and the spirit of friendship. The bar was named Woodear, inspired by the unique mushroom that thrives in dark, earthy forests, reflecting the interiors’ moody, forest-like palette. The design challenge was to give each venue its own distinct identity while ensuring they still felt connected. Our solution blended both brands through subtle overlaps—such as a business card split down the middle—allowing them to standalone or work together as a unified whole.

Services:  Naming Study, Brand Identity, Signage, Uniform Direction

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