Consistency is often confused with repetition. But the most recognisable identities behave more like a good ensemble: distinct voices responding to a common score.
We define the non-negotiables first—typographic tension, image behaviour, compositional gravity—then build controlled places for mutation. The system stays legible while every new expression can feel authored.
Strangeness works when it has internal logic. Give a curious idea clear rules and it becomes a language instead of a one-off trick.