The working reference for the G&Co brand. It holds what's decided and grows as the studio and the brand grow, so there's one place the rules actually live rather than scattered across files.
Living document · last updated 20 July 2026
Part one
The thinking the identity rests on. What the studio is, how it sounds, and the raw material every page is built from.
The name is a description of how the studio works, not a flourish. G is George Jillard, who founded the studio and leads every project. &Co is the collective: a group of specialist designers, writers, developers and photographers assembled around each brief rather than carried as overhead.
It means the client gets senior people throughout, and the team on a travel rebrand looks different to the team on a product interface, which is how it should be and almost never is.
A brand and product design studio for experience-led brands in travel, hospitality and lifestyle. Strategy, identity, websites and digital product, taken from the first conversation through to the thing being live and used.
We make brands impossible to ignore.
The line the homepage leads on. The supporting idea underneath it, and the test everything's held to, is that the work has to earn its keep: grounded in commercial thinking rather than taste alone. Not just how it looks, how it performs.
A senior creative director speaking to another intelligent person, not an agency trying to impress. Confident, not arrogant. Concise and direct. Understated, no hype. Commercially aware. Opinionated: make the recommendation and say why.
Write in UK English, in contractions, active voice, short sentences. Lead with the point. Specific examples over generic claims. And no em dashes, anywhere.
Not
Transformative creative solutions that drive meaningful engagement and sustainable growth.
Instead
We help businesses become more distinctive, useful and valuable.
Avoid agency jargon (full-service, end-to-end, best-in-class, we leverage, we're passionate about) and generic statements (we craft beautiful brands, we help brands connect with their audiences).
Monochrome. Ink and stone, no hue. Character comes from scale, weight, space and contrast, not colour. One warm near-neutral ramp runs from paper to ink, and everything on the site is a step on it.
An earlier version carried a green accent, then a brighter #00AD83. Both were pulled: the studio reads more assured in mono, and it sidesteps the contrast problems a single accent kept creating. If a brand colour ever returns it gets decided here first.
Inter, everywhere. One typeface, so the character has to come from scale, weight and space. Display is Inter at 600, headings and body at 500 and 400, labels and code in the same face at a small size with wide tracking.
We make brands impossible to ignore.
Inter Semibold · display · -3% tracking
Space is a brand asset here as much as type is. Sections breathe: the section rhythm runs from 5rem on small screens to 11rem on large. Line length is capped at 62ch so prose stays readable, and the layout maxes out at 88rem. Everything sits on a hairline rule system rather than boxes.
Motion is quiet and purposeful. One easing curve does most of the work, cubic-bezier(.22,.61,.36,1), with a softer cubic-bezier(.16,1,.3,1) for entrances. Nothing bounces. Everything respects prefers-reduced-motion.
Three moves earn their place: work-index rows that respond on hover, the studio clock, and figures that count once when scrolled into view. Anything beyond that has to justify itself.
Part two
The foundations made visible. The marks, graphics and behaviours that are recognisably G&Co.
Set in Inter Semibold with tight tracking. The ampersand is the whole idea, G and the collective, so it's never dropped or replaced with "and". Used at speaking size in the nav, and oversized and quiet as a graphic in the footer.
Flat abstract geometry instead of photography, so sections come to life without stock imagery. Circles, squares, triangles and lines only. Every glyph shares an 80-unit field on a 120 viewBox, hairline strokes, and exactly one solid element that carries the idea.
Live on the Services page, and there's a glyph maker for generating more in the same system. Hover a card to see the motion.
A live analogue dial running on London time wherever the visitor is, so it's the studio's time and not theirs. No numerals: at this scale they'd only be noise. The signature moment, and the one thing on the site allowed to move continuously. It sits in the top strip of every page and again in the footer.
Links carry a hairline underline that answers on hover. Clickable rows indent slightly and reveal an arrow. Buttons are square-cornered outlines that fill on hover. The rule across the site: one convention per gesture, used everywhere, so the whole thing feels like a single considered interface rather than a set of pages.
This is the newest foundation and the least settled. The interaction styles are being unified into one shared layer, and this entry will firm up as that lands.
Still to come
This book grows with the brand. Next in: photography and art direction guidance, the collective's ways of working, iconography, and templates for proposals and decks. When each is decided, it lands here.