Christopher Doyle & Co.
6 Jun 2022
Named after the early morning, pre-dawn hours, the identity is built around the core idea of time. The logotype references this idea by incorporating the colon found within clock faces, which is then extended to create a flexible verbal system. Working with copywriter Cat Wall, we developed a tone of voice that was encouraging while also communicating a sense of urgency around sustainability and the climate.
Photographer Saskia Wilson shot a suite of observational product, lifestyle, and nature imagery, all captured during the small hours. The result is a collection of warm and quiet images, that complement the typography and messaging, allowing the brand to convey the importance of time, the power of choice, and the possibility of change.