This page lists the six capabilities we keep in the plan chest: brand system architecture, message hierarchy, asset library governance, channel calendars, launch sequencing, and written handover. Each capability has its own drawer, rhythm line, and long prose entry below.
Flats — the full chest
We map how a brand behaves across channels before any new piece is made. The architecture names what is fixed, what may flex, and what must never appear without approval. Each decision is written as a rule with a plain example, stored in the top drawer of the chest so anyone opening the studio files knows where the spine lives.
Headlines, subheads, captions and footnotes are arranged in a ladder that can be read in any order without contradiction. We test the ladder against real screens and print widths, then publish the approved sequence as a single sheet with margin notes explaining why each level exists.
Photographs, diagrams, templates and copy blocks are filed with names that describe content, not campaign codes. We define who may add, who may edit, and who signs a version before it leaves the chest. Obsolete files move to a dated archive drawer rather than being deleted in haste.
Publishing dates, production cut-offs and review windows are laid on a calendar that everyone can read without opening a spreadsheet theatre. Each week shows what is in draft, what awaits sign-off, and what is already signed out. The calendar lives beside the chest, updated every Tuesday afternoon.
When several pieces must appear in sequence, we write the order as a numbered run with dependencies noted in the margin. Nothing ships out of turn; each step lists the document that must exist before the next may begin. The sequence is rehearsed once on paper before any file is exported.
Every engagement ends with a stack of documents the client can keep: system rules, approved masters, change logs and a plain index of where each file lives. We describe what we did not include and why, so the next team is not left guessing. The stack is signed on both sides before it leaves the studio.
Brand system architecture — full notes
Before any new piece is made, we map how a brand behaves across channels. The architecture names what is fixed, what may flex, and what must never appear without approval. Each decision is written as a rule with a plain example.
We begin with an audit of existing touchpoints — website, email, print, social — and mark where the voice drifts. Rules are grouped by permanence: spine (never changes without board sign-off), seasonal (reviewed quarterly), and situational (documented with an expiry date).
Message hierarchy — full notes
Headlines, subheads, captions and footnotes are arranged in a ladder that can be read in any order without contradiction. We test the ladder against real screens and print widths, then publish the approved sequence as a single sheet.
Each level carries a job description: what it must say, what it must not repeat, and what it defers to the level above. We test at arm's length on the slab — if a subhead disappears in porch light, it is rewritten before anyone signs.
Asset library governance — full notes
Photographs, diagrams, templates and copy blocks are filed with names that describe content, not campaign codes. We define who may add, who may edit, and who signs a version before it leaves the chest.
Every asset carries a version stamp and a drawer reference. Obsolete files move to a dated archive drawer rather than being deleted in haste. When a new team member joins your side, the index tells them where to look without asking us.
Channel calendars — full notes
Publishing dates, production cut-offs and review windows are laid on a calendar that everyone can read without opening a spreadsheet theatre. Each week shows what is in draft, what awaits sign-off, and what is already signed out.
The calendar uses plain language, not colour codes alone. Cut-off times are written in SGT and repeated in your team's time zone where relevant. Tuesday afternoon updates keep the six-week horizon current.
Launch sequencing — full notes
When several pieces must appear in sequence, we write the order as a numbered run with dependencies noted in the margin. Nothing ships out of turn; each step lists the document that must exist before the next may begin.
We rehearse the sequence once on paper before any file is exported. If a channel slips, the margin note explains why and names the revised window — not a vague "TBC".
Written handover — full notes
Every engagement ends with a stack of documents the client can keep: system rules, approved masters, change logs and a plain index of where each file lives. We describe what we did not include and why, so the next team is not left guessing.
The stack is signed on both sides before it leaves the studio. A one-page memo at the front lists open items, recommended next steps, and the drawer number where your section lives if you return.
On the porch
On the porch, we can walk you through which drawers matter for your quarter without opening every section. Bring examples of what you ship today; we will point to the drawer each belongs in. Book a visit.
East Coast Road / Katong — neighbourhood scale, not door exact.