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Branding
Tally House
Self-initiated project
I developed Tally House as a fictional cooperative identity centered on clear communication. The project combines a recognizable mark with rules for explaining information in a direct, human voice.
- Year
- 2026
- Disciplines
- Visual identityBrand guidelinesInformation design
The challenge
I wanted to explore trust through legibility and helpful structure. The identity needed to feel approachable while avoiding the visual clichés and unsupported promises common in financial advertising.
The idea
Four upright strokes joined by a fifth diagonal create a tally. It is a familiar sign of counting together, paired with a lowercase name. “A clearer way together” expresses the intended tone without making a product claim.
