For SIS, we were asked to create a visual identity for a campaign built around a provocative idea:

Belief will only get you so far.

Rather than celebrate certainty, we designed a visual that questioned it.

Typography breaks apart. Images split and misalign. Signals distort before resolving into clarity. The visual language creates a constant tension between what we think we know and what can actually be proven.

At the heart of the campaign was Chris Hoy. One of Britain's most successful athletes, his achievements weren't built on belief alone, but on years of analysis, preparation and marginal gains. He became the perfect embodiment of the campaign's message — that instinct may inspire ambition, but evidence drives performance.