Full Set Brand Identity

Full Set is a new Irish, independent non-fiction publishing house bringing a spectrum of perspectives together under one roof, giving readers a more complete, multidimensional understanding of the world.

Through multiple workshops and research we collaborated with the team at Full Set to land on a strategic insight and brand positioning that sat at the core of the work we created over the past year. 

Full Set is not one dimensional, it is unique in that it intentionally delivers human stories from different perspectives based on the insight that It’s impossible to fully understand something by consuming one-sided takes. Full Set offers a diverse range of opinions from a diverse range of authors and it was our job to bring that to life through design. Led by the strategic insight we developed a hand rendered brand mark (fusing the ‘F’ and ‘S’ of Full Set) that felt organic, fluid and human . Inspired by their multidimensional and forward thinking approach to publishing, we further built on the hand crafted mark to create a contemporary 3D logo with high contrast and shadows. Taking inspiration from the world of publishing we added grain and texture to the mark increasing the tactile nature of the logo. We created a distinctive colour system to highlight the different genres Full Set will be publishing. A set of muted earthy tones, greens, rust, taupe and soft blue contrast beautifully with the modern contemporary aesthetic of the logo, grounding it in tradition. The Full Set brand world was designed to work seamlessly across print publications and social media.

We set out to challenge the conventions of the category, creating a brand that feels fresh and distinctive while remaining credible and inspiring.  The resulting visual identity expresses the idea of publishing from all angles through a fluid, & dynamic logo inspired by the name’s musical heritage.