This playbook is the shared reference for anyone who writes, designs, builds, or ships anything under the Fernbrook name. Treat it as the baseline, so that every touchpoint we put into the world stays recognisably ours.
Brand Identity
Fernbrook pairs a restless visual appetite with unglamorous discipline. We chase ideas that feel unfamiliar, then edit them until the intent is impossible to miss.
Every project should be legible at a glance and rewarding on the second look — a balance of nerve and craft that holds up in a shop window and on a phone screen.
Tone of Voice
- Assured: we make the call and stand behind it, without hedging the reasoning.
- Candid: we name what worked, what did not, and what it cost us to find out.
- Restless: we question the received way of doing things before we agree to it.
- Plain: for all the ambition in the work, the writing stays easy to follow.
Visual Guidelines
Our visual language should read as one studio across every medium we touch:
- Typography set large enough to carry the idea on its own
- A narrow palette of clay, ink, and paper, used consistently
- Photography that captures process, not just the finished object
- Layouts with generous margins and a clear reading order
Content Strategy
Our publishing carries the same point of view into every channel:
- Studio posts that show the sketch beside the shipped result
- Project write-ups that explain the decision, not only the outcome
- Essays that put our practice in the context of the wider craft
Treat this document as a starting point rather than a rulebook — bring anything that contradicts it to the Thursday critique so we can revise it together.