DIRECTION
Brand direction practice
for founders, studios and experience-led places
Brand direction practice
for founders, studios and experience-led places
/Scotland, UK |
Connected worldwide
Connected worldwide
Design starts to work better when
the direction underneath is clear. I help find it.
Design starts to work better when the direction underneath is clear. I help find it.
Design starts to work better when the direction underneath is clear. I help find it.
BEFORE
BEFORE
BEFORE
DESIGN
DESIGN
DESIGN
The Studio
A direction-led practice. One person, from the first conversation to the handover.
A direction-led practice. One person, from the first conversation to the handover.
A direction-led practice. One person, from the first conversation to the handover.
A direction-led practice. One person, from the first conversation to the handover.
A direction-led practice. One person, from the first conversation to the handover.
A direction-led practice. One person, from the first conversation to the handover.
Before anything is designed, I help you decide what should lead, what supports it, and what can wait. Then it’s written down and handed back, so everything that follows has something clear to build on.
Before anything is designed, I help you decide what should lead, what supports it, and what can wait. Then it’s written down and handed back, so everything that follows has something clear to build on.
Before anything is designed, I help you decide what should lead, what supports it, and what can wait. Then it’s written down and handed back, so everything that follows has something clear to build on.
Before anything is designed, I help you decide what should lead, what supports it, and what can wait. Then it’s written down and handed back, so everything that follows has something clear to build on.
Before anything is designed, I help you decide what should lead, what supports it, and what can wait. Then it’s written down and handed back, so everything that follows has something clear to build on.
Before anything is designed, I help you decide what should lead, what supports it, and what can wait. Then it’s written down and handed back, so everything that follows has something clear to build on.
DIRECTION
BEFORE DESIGN
DIRECTION
BEFORE EXPRESSION
DIRECTION
BEFORE DESIGN
The focus is how places are understood, felt and remembered.
Not every brand needs constant reinvention.
Some need direction, structure and room to evolve.
The focus is how places are understood, felt and remembered. Not every brand needs constant reinvention. Some need direction, structure and room to evolve.
The focus is how places are understood, felt and remembered.
Not every brand needs constant reinvention.
Some need direction, structure and room to evolve.
LEAD
LEAD
The Decision
The Decision
The Decision
The core decision that defines what needs attention, what needs protecting, and what can evolve.
The core decision that defines what needs attention, what needs protecting, and what can evolve.
The core decision that defines what needs attention, what needs protecting, and what can evolve.
THE DECISION, then THE FORM.
THE DECISION,
then THE FORM.
THE DECISION, then THE FORM.
IDENTITY
IDENTITY
The System
The System
The System
The visual system that carries the direction through type, colour, form and expression.
The visual system that carries the direction through type, colour, form and expression.
The visual system that carries the direction through type, colour, form and expression.
SPACE
SPACE
The Experience
The Experience
The Experience
How people notice, pause on, and carry a brand with them afterwards.
How people notice, pause on, and carry a brand with them afterwards.
How people notice, pause on, and carry a brand with them afterwards.
About Charlotte
/The person behind CLR Design Studio.
My path into design hasn't been completely linear, which has made me comfortable working before things are resolved: when a project is still being shaped, when the brief is still being talked through, when the right direction is still being found.
My path into design hasn't been completely linear, which has made me comfortable working before things are resolved: when a project is still being shaped, when the brief is still being talked through, when the right direction is still being found.
My path into design hasn't been completely linear, which has made me comfortable working before things are resolved: when a project is still being shaped, when the brief is still being talked through, when the right direction is still being found.
My path into design hasn't been completely linear, which has made me comfortable working before things are resolved: when a project is still being shaped, when the brief is still being talked through, when the right direction is still being found.
My path into design hasn't been completely linear, which has made me comfortable working before things are resolved: when a project is still being shaped, when the brief is still being talked through, when the right direction is still being found.
My path into design hasn't been completely linear, which has made me comfortable working before things are resolved: when a project is still being shaped, when the brief is still being talked through, when the right direction is still being found.
That early conversation is usually where the real work gets decided.
That early conversation is usually where the real work gets decided.
That early conversation is where the real work gets decided.
That early conversation is where the real work gets decided.
That early conversation is usually where the real work gets decided.
That early conversation is usually where the real work gets decided.
How the thinking works
I look for what sits beneath the surface: what is pulling attention, what feels unclear, what should lead, and what needs more room.
I look for what sits beneath the surface: what is pulling attention, what feels unclear, what should lead, and what needs more room.
I look for what sits beneath the surface: what is pulling attention, what feels unclear, what should lead, and what needs more room.
What get noticed
I pay attention to how places make people feel and behave: where people pause, where they look, how they know where to go, and what makes a place feel open, confusing, calm or alive. Type gets that same attention. It's the part of a brand people see most often and think about least, which is exactly why it matters.