11, May 2021
One signal colour and an honest neutral will carry a year of campaigns if the photography is directed.
More swatches rarely mean more character. We assign roles: paper, ink, and a signal. The signal marks a price, a date, or a sold-out state. Everything else stays quiet so the pictures can work.
“If a visitor has to hunt for the next step, the layout is still unfinished.”
Campaigns get the applause. Systems keep the brand honest after the launch week.
The useful test is whether the next designer can use the files without calling us.
