There’s a moment in every project when the work gets better by getting smaller. You remove the third typeface, the second accent colour, the clever animation nobody asked for. What’s left is usually the idea.

One rule, kept forever

The brands we admire most have one rule they never break. Not a guideline buried on page 64 — a rule everyone in the company knows by heart. It might be a colour, a word, a shape or a tone of voice.

Find yours, protect it, and let everything else flex around it.