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Brand
The feeling people carry away after the logo is gone. Built from a name, a voice and a thousand small, consistent decisions.
Product
The part people touch every day. Clear enough to trust on the first tap, considered enough to keep using on the thousandth.
Built to be Unmistakable
(10)
Cases, 2019 — 2026
Selected work
Idris Vale is an
independent,
founder-minded
design practice
Working across identity, interface and motion for teams who would rather be remembered than merely noticed. Small by design, obsessive by habit.
Clarity
If it takes a paragraph to explain, it isn’t finished. Every screen, mark and sentence earns its place or leaves the room.
01
Craft
The last ten percent is the whole job. Kerning, easing curves, empty states — the details nobody asks for are the ones everybody feels.
02
Nerve
Safe work disappears. We push one idea further than feels comfortable, then decide together whether to pull it back.
03
Care
Design is a service to people who never met us. We test with them early, listen hard and keep what actually helps.
04
How thework getsmade
Listen
Two weeks of interviews, audits and uncomfortable questions before a single pixel. We map what the brand already is, not what we wish it were.
Frame
One sentence that everything must obey. A positioning line, a principle, a constraint — the brief behind the brief.
Make
Fast, messy and in the open. Three directions pushed far enough to be wrong, then one pushed far enough to be right.
Refine
The quiet ninety percent: type, spacing, motion curves, edge cases, accessibility. The part nobody sees and everybody feels.
Ship
Systems, not files. Tokens, components and guidelines your team can extend long after the invoice is paid.
Then we start again.
Good systems are never finished. Every launch becomes the research for the next one.