Concept
Helix
Design systemA design system concept built to answer one question: how much of a product interface can be decided once and reused everywhere?
- Design systems
- Tokens
- Accessibility
- Documentation
Design
Identity that holds up beyond the logo.
Brand is not a logo file. It is the set of decisions that make everything you produce recognisably yours — and consistent when six different people are producing it.
Technology
- Figma
- Variable typography
- Design tokens
- Asset pipelines
The problem
What usually goes wrong
A logo is commissioned, a colour is chosen, and nothing else is defined. Within a year every deck, ad and page looks like it came from a different company.
Or the identity is designed for a presentation rather than for a product interface, and breaks the moment it meets a real screen.
Our approach
What we do instead
We define the positioning and voice first, then build a visual system designed to live primarily on screens.
Everything is delivered as usable assets and rules — not a PDF nobody opens.
Capabilities
Positioning and messaging
Naming support
Verbal identity and tone of voice
Logo and identity system
Typography and colour systems
Iconography and graphic language
Brand application across digital surfaces
Guidelines and asset libraries
Deliverables
What you actually receive.
Scoped per engagement — this is the shape of it, not a fixed package.
01Positioning and messaging framework
02Identity system and logo assets
03Typography, colour and spacing rules
04Digital-first application examples
05Usage guidelines
06Production-ready asset library
Process
How this work runs.
Six stages, adapted to the shape of this particular engagement.
01
Discover
Understand the business, the users and the constraint that actually matters.
02
Define
Turn ambiguity into a scoped direction — what gets built, and what does not.
03
Design
Structure the experience, then the interface and the visual system.
04
Build
Engineer the product, its integrations and its content model.
05
Launch
Deploy, instrument, test against real usage.
06
Evolve
Measure, improve and extend once reality has an opinion.
Related work
Where this shows up.
Internal concepts and prototypes that exercise this capability. Labelled, because they are not client engagements.
Frequently not. A focused system built around your existing marks is often the higher-value work.
We support naming work but do not carry out trademark clearance — that belongs with a legal specialist.
Next step
Brand not keeping up with the business?
Tell us the situation in a couple of sentences. We will come back with what we would do first, and whether we are the right people for it.