Identity guides what deserves to take shape.
LAB turns the vision into a direction that can be seen and assessed before it is executed.
A collection, a campaign and a space answer to the same identity. And to the same price, channel and narrative.
Artificial intelligence
Where the tool comes in, what it speeds up and what it does not decide. The advantage lies in the criteria that govern it.
Direction
Where a proposal starts and by what criteria it is judged before it is allowed to move forward.
Projection
Collection, product, campaign and space projected before committing production or investment.
We read the whole before projecting each piece.
In the diagnosis
We read the relationship between what the brand declares and what it shows in product, image and space. We cross that reading with the evidence of the business to tell an identity incoherence from a problem of expression. Observations are tested before they become conclusions.
In the architecture
We set out the direction from which the project will be developed: what it must express, for whom and under what criteria. References are selected for the decision they help to explain. Every choice must be traceable to the identity and to its function within the system.
In the projection
We give the direction a visible form with the resources the project needs: moodboards, collection development, product images, editorial proposals, space visualisations or application tests. A visualisation makes it possible to assess the direction; materials, fit, behaviour and feasibility require the relevant physical or technical checks.
In the implementation
We accompany the translation of the approved direction into product, visual production or space. A change in cost, material, supplier or lead time is assessed by its effect on the whole. If it alters an approved decision, it is made explicit and put to a decision before it is executed.
The direction is defined when the team can develop it with its own criteria.
The scope decides what is needed. The delivery carries the direction and the criteria to execute it.
Defined direction
What the project must express, whom it answers to and which decisions must remain.
Development criteria
The references and decisions on product, materials, proportions, image or space that govern the work.
Reviewable projection
The visual or development pieces needed to assess the proposal and record what has been approved.
Link to execution
The conditions, limits and checks that METHOD and the teams must take into account when building it.