SMEKO, an Australian enterprise specialising in innovative stationery products, approached me to design a typographic style guide. However, they lacked fully defined brand guidelines to support my strategy. While there was a basic understanding of the creative vision, it remained under-defined and in its infancy, supported by the purpose, vision, and target audience.

Despite the challenge of proceeding without clear support or guidance, I recognized the importance of creating this crucial component, essential to any brand development endeavour. Viewing it as an opportunity, I aimed to define the brand's direction through my contribution, acknowledging the pivotal role this stage plays in shaping the brand's identity.