Marketing is everyday work, so the concept comes from an everyday place. We built it around a marketer's desk from the 2000s: a beige computer, a lamp, sticky notes, stationery. The mess has its own logic, with rough drafts slowly turning into a clear system.

The idea reads instantly and needs no explanation, which is why communications were the first thing we rebuilt on it.

Times New Roman and Arial are the default fonts of every office document. Nobody chooses them, they're just there. We took both and merged them into one typographic system. A small office joke that ended up defining the whole style.

The palette borrows from the office environment as well. Bright sticky note colors work as accents: pink, blue and yellow. For balance we added the calmer tones of office paper and old folders: warm white, gray and green.

We drew a large pack of marker illustrations, the kind an ordinary office worker would doodle during a call. A textured brush adds the feel of a wet black marker, the one that lives in every office drawer.

The identity works as a kit that reshuffles for any task, from course decks to merch. For social media we built a pack of ready-made templates, so posts that used to be assembled from scratch now come together much faster.

Communications are already running on the new system, consistent for the first time, and the rest of the brand carriers are in progress.