DIFFERENT QUESTIONS NEED
DIFFERENT AMOUNTS OF MALFI.
MALFI - A new way of looking
Every project starts in the same place: understand before deciding.
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The MALFI Method connects history, business, behaviour and culture to find a distinctive direction and turn it into criteria for decision-making.
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That criteria can take the form of a brand diagnosis, a roadmap, a brandbook, a verbal system or activation guidelines.
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Different formats. One direction.
02
IDENTITY
Give the thinking a voice and a face
Once the direction is clear, the work of making it recognisable begins.
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Finding a name. Deciding how it speaks. Building a visual identity. Creating a system that can grow without becoming a collection of exceptions.
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Naming · Verbal Identity · Visual Identity · Art Direction · Brand Guidelines
01
STRATEGY
Understand before deciding
A lot of the work happens here — before it ever becomes visible.
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We read business, category, behaviour and culture to understand what is worth carrying forward, what is changing, and where a real opportunity might lie.
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Brand Strategy · Brand Audit · Cultural & Trend Intelligence · Trend Reports · Positioning · Experience Principles
03
ACTIVATION
See what happens when the brand leaves the deck
An identity doesn’t end when the guidelines are approved.
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That’s when it starts meeting a website, a campaign, a box, a space, a feed, a launch — and all those small decisions that can either reinforce an idea or slowly undo it.
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Launch Direction · Campaign Concept · Digital & Social System · Web Creative Direction · Packaging Direction · Spatial Direction · Brand Toolkit
04
PARTNERSHIP
Some brands need a project.
Others need someone in the room.
Brand Partner is our way of working alongside teams that need ongoing strategic and creative judgement.
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An external perspective that knows the brand well enough to join the conversation quickly, while keeping enough distance to continue seeing what others might miss.
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Implementation Support · Brand Partner
