We kept one thing: the crown. Type, colour, imagery and voice were all open, so we worked through six territories and five rounds of critique, and narrowed them to three.
Each one is a different idea of what a chief of staff does for a leader. The Seal carries your authority within limits you set. One Lamp protects your attention. The Team Room turns a room of opinions into a decision with a name on it.
Each is shown the same way: the whole system on one board, then social, outdoor, the product and a working landing page.
Three companies could own these three. Only the crown and the brief connect them.
| The Seal | One Lamp | The Team Room | |
|---|---|---|---|
| Idea | Authority | Attention | Accountability |
| Ground | Cool registry paper | Night graphite | Saturated sky |
| Type | ITC Garamond Light, Graphik | Suisse Int'l, Suisse Mono | Right Grotesk Wide, Diatype |
| The crown | Pressed as ink when something's authorised | Its centre lights when one thing needs you | Stays whole; its base sets the shared edge |
| Motion | One press, then still | One switch, then still | Stop-motion settle |
| Material | Ink on paper | Light in the dark | Cut paper and shadow |
| Line | Delegate the work. Keep the say. | Only what needs you. | Leave with a decision. |