The studio decided to use Helvetica Neue for its neutrality and its ability to deliver a message without adding to the already powerful aesthetics of the other design elements. The font also worked as a "grounding element" to pair with a diverse library of photography, the studio adds.

The colour palette is stark red, white and black. Landscape chose red thanks to its associations with power. "We decided to embrace that and use it as a tool to unify the visual language without over contextualising each idea or layout," says Landscape. "By using a single colour to drive the whole system, we aimed to let the messaging and concept speak louder than the design itself."

UI interaction becomes a system of patterns where a product and brand become one.