The brand system for the studio itself — platform, type system, mascot, and the badge marks below. Built the same way everything else here gets built: in the open, added to as it develops, no agency polish standing in for substance.

The quartered layout borrows the old heraldic trick of dividing a mark into panels — three letters and the mascot, each holding its own corner instead of competing for the same space. It's the same reasoning behind everything on this site: built like a workshop mark, not a logo built to be forgotten in a deck.

The mascot is a running bit before it's a brand asset — a straitjacketed rooster with strong opinions, mid-panic in every appearance. He shows up quartered, full color, restrained, and obsessed — whatever the moment calls for.