"Patterns enable us to introduce dynamism in the projects that call for it; we can play and experiment with patterns, allowing us to pull apart the distinctive and interesting features of the brands."
"A graphic pattern must answer to a context. In terms of branding, the context is its identity. This identity defines the pattern’s construction, whether it’s perfect, imperfect, geometric, irregular etc. The cohesion of all the elements in a branding project; typography, colour, logotype, layout system, and pattern are all vital, so that harmony can exist within the brand."