Positioning
Situation
Common Practice is the operational and technical complement to strategy and design firms — the one that builds what comes after the thinking. We led the identity with a single idea, "the threshold": a doorway mark whose seam is stepped off-centre to show the crossing from plan into working system. Around it sits Ink Indigo and Bone with a rationed Signal Vermilion, and a type system that pairs structural Archivo against expressive Bodoni Moda Italic, with Space Mono for figures.
Decision
The firm needed to sit credibly across the table from governments, foundations, and large institutions — and to read as rigorous and quietly confident, never as another advisory deck. The identity had to carry the weight of execution: the work that's hard precisely because everyone else skips it.
The real constraint was the category's sameness — clean sans, pastel, and an abstract swoosh would have made it one of a hundred consultancies. We answered with deeper ground tones and a conceptual mark: the threshold gives the brand a defensible idea, so the seam — not decoration — becomes the thing people remember.
Movement
A complete system: a single-concept mark in three lockups and four colourways, a named palette with contrast rules, a three-typeface system, and a full application set across business card, letterhead, website, pitch deck, proposal, and signage. Delivered as a 10-page print-ready brand guide, a scrolling identity sheet, and production-ready SVG marks (including a currentColor mono cut).
