Overview
Complete brand system for independent design studio. Identity architecture, typography, pattern generation, operational templates for client presentations, proposals, contracts, portfolio materials. Built 2017-2020 with continuous refinement as studio evolved from freelance to established consultancy.
Role and scope
Lead designer and studio principal. Complete identity development: mark construction, pattern logic, typography, operational templates, documentation.
Discipline
Identity · Guidelines · Art direction
Client
Studio Minofmeer
Location
Taiwan (global & Taiwan markets)
Date
2017–2020
Team
Studio partners · Product designer · Marketing manager
The studio needed a brand system reflecting its design philosophy: clarity, structure,and systematic thinking. The previous identity lacked consistency. Client-facing materials varied in quality. Internal documentation had no standard format. The system needed to enable anyone to create on-brand materials without designer intervention while maintaining quality standards.
The problem
Art direction
Art direction follows the studio's practical mindset. Each frame shows material behaviour: surface, edge, reflection without unnecessary drama. The tone is straightforward and technical, treating precision as a working method.
Since Minofmeer means "more or less" in Afrikaans, the approach avoids slogans like "less is more." Every project shaped by its needs, using available tools and constraints to deliver a clear, functional result.
Color palette
Deep blues for credibility and calm, cream for warmth, structured application rules prevent misuse.
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#466A8C
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Typography
A combination of geometric sans for hierarchy and precision, balanced with softer weights for readability. Supports English and Chinese without requiring separate systems.
Big John
ABC 123
Slim Joe
ABC 123
The mark is based on a geometric cube representing a systematic and structured approach. Isometric construction allows multiple viewing angles while maintaining recognizability.
Pattern system derived from cube geometry. Dots create visual texture without overwhelming content. Scales from small accents to large background treatments.
01
Identity development
I built agrid systems, layout principles, and dead-simple docs. Designs stayed consistent every time. Modular presentation templates with smart slide structures. Pro deliverable packaging for seamless handoffs.Docs for non-designers: crystal-clear do/don'ts. Minimal rules, total clarity.
Result:
Modular presentation decks, standardized proposals and contracts, uniform deliverable packaging. Grid system ensured consistent placement. Typography hierarchy reduced visual clutter and improved comprehension.
02
Operational system
The portfolio site is organized like the work itself: systematic and clear. Case studies are presented as numbered cards with brief descriptions Each project page follows identical structure: no surprises, no scrolljacking, no portfolio theater.
Pattern appears sparingly for texture without distraction, and the grid holds everything in place. Transitions are slow and deliberate. The site demonstrates the studio's approach: organized thinking, functional design, zero decoration for decoration's sake.
Challenges
Balancing visual personality with clarity and usability. Designing flexible templates that maintain consistency across varied content. Writing guidelines that enable use without over-prescribing or restricting creativity.
Insights
A studio brand should enable work, not decorate it. Clear, simple systems with strong documentation get used, while complex ones are ignored. Every template and guideline was driven by real operational needs, not theoretical ideals.