We have long pursued design as a process of continuous effort, ingenuity, and contemplation. Bonsai, our brand system, is the next step in our studio’s ongoing mission to deepen our understanding of the craft.
In a practical sense, our studio’s brand materials exist almost exclusively in digital media, across screens of all shapes and sizes, and in different contexts that range from board room presentations to product documentation. Creating unity, harmony, and consistency across all of our brand materials and touchpoints poses a complex and nuanced challenge.
Bonsai provides a rigorous, mathematical framework that can adapt to any display, allowing our studio’s visual system to easily transfer across mobile, desktop, television, and beyond.
Every detail of this design system, both visible and invisible, should be studied and considered as part of a complete, integrated, and inseparable whole.
The principle element of our design system is the consistent visual scale that balances the viewport, grid, margins, padding, and font metrics.
Underlying the system is a small number of variables, derived from the viewport, that can be multiplied to adapt our type style to any display of any size.
Bonsai should be used as a guide, design tool, and programming framework for any and every visual system created on behalf of our brand.