Pattern

Change Through...

Peoples Behaviour, Motivations and Language

We began with a design thinking workshop to help define Chris’ values, brand tone, audience and positioning. This immersive insight helped Sail create a brand that’s rooted in difference. As well as representing his corporate services, Chris wanted to showcase an online storytelling platform, Pattern.

This new brand has brought fresh and objective thinking, creative ideas, energy and enthusiasm. Patterns, be that visual, behavioural, or linguistic, bring understanding to different situations. We can begin to spot trends, outliers, societal behaviours and those who aren’t afraid to rock the boat.

Scope of work

For more information on the Pattern project please get in touch.

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Patterns make the world go round.

Architect Christopher Alexander coined the term ‘pattern language’ which speaks to an ‘organised and coherent set of patterns, to help design healing spaces. His book “A Pattern Language” is not about architecture, but about how specific design choices can help us build better relationships.

This concept explores and interrogates how a visual pattern can frame, enhance and embolden a person’s story. As well as exploring the patterns of motion involved in image capturing. It visually reflects the movement of the lens as an image is brought into focus and into frame through rotated letterforms and imagery masks.

The colour palette was kept purposefully monochrome, similar to his personal brand Christopher Owens, but with the addition of creating a new system where the colours are taken from the photography itself. This highlights the flexibility and cohesion within the brand and the never ending list of finding pattern.