Brand books are as much about evoking the right overall atmosphere as setting down draconian rules for the application of colour and type, the nuances of photography and where the logo should go. Working in tandem with design agencies, we’ve helped create a wide variety of different flavours – covering traditional Britishness for Crabtree & Evelyn, classic style for Vidal Sassoon, a crisp, persuasive outlook for Sport England.

Once we’d figured out how to write in appropriate way for each of them, we could get down to the nitty-gritty business of laying down draconian rules for the application of colour and type, the nuances of photography and where the logo should go.