Presenting a wall of options can feel like good service. In practice it hands the hardest part of the job — judgement — back to the client.

Three, fully resolved

We present three directions, each developed far enough to be judged on its merits: typography, colour, layout and a few real applications. Each is a genuine answer to the brief, and we would happily ship any of them.

The conversation moves from “which do you like?” to “which is right for where you are going?” — a far better question for everyone.