/08 Sketchbook
Roads not taken.
Filed, occasionally regretted.
A public archive of directions we explored and didn't ship — with a one-line note on why. Updated when something falls out of a Friday review.
Northern Ballet/01
B
"BALLET" set in monumental serif — cut for being too operatic
Meridian/02∴
A symbol-led identity — too hostile to compliance
Orchard & Oat/03🌾
A photographic system — couldn't survive the freezer aisle
NHS South/04+
An app-first launch — the audience wasn't online
Leyla Marr/05SS26
A film-first reveal — schedule wouldn't allow
Whitechapel/06120
An anniversary as countdown — read as a closing-down sale
Mayor of London/07↗
An infographic-led poster — too celebratory for the data
Tate Editorial/08III
Roman numeral issue covers — kept III, dropped the rest
Halcyon Pensions/09£
A symbolic launch campaign — too on-the-nose
Brockley Brew/10XXII
A Roman-numeral pack system — chose Arabic in the end
Some of these were
the better answer.
If you'd like to see the rejected directions on a piece of work we did for you — ask. We keep them.
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