The studio works with brands chosen for their character rather than their specification, in food and drink, wellness, culture, technology and professional services. Instead of commissioning copy once a visual identity is in place, Third What develops the two together, on the reasoning that a name, a tone of voice and a typeface describe the same character and should be decided from the same brief.
Each project begins with positioning and with defining the brand's narrator, the character whose point of view governs every decision that follows. Naming, taglines and supporting copy are written in that voice, while typography, colour, illustration and packaging are designed as its visual counterpart.
