Craft — Volume 1
Only a small fraction of our work is ever seen. For every finished identity that reaches our portfolio, there are dozens of sketches, discarded concepts, unfinished directions and quiet moments of exploration that never leave the studio. Craft, Volume 1 begins our ongoing archive of these moments.
By Adam Charlton · 15 July 2026
Posted in Insight
Craft documents the repetition, iteration and critical thinking behind our branding process. Fragments of the process: sketches, experiments, dead ends and discoveries that gradually bring into shape stronger ideas.
This first volume includes highlights from 2022-2024, with more series to follow.
“A man, sitting in his house, attending the way, will be heard a hundred miles distant. Work done truly and conscientiously, in isolation, calls unknown friends.”
— Confucius
I first heard this quote on the wonderful 2Bobs Podcast.
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About the author —
Adam moved to Hong Kong in 2012 and founded the branding agency BrandCraft. Adam has built brands for companies at every growth stage and has consulted for some of the world’s most recognised companies.
