Myself and David Whyte have built a studio of designers and creators who establish identity systems for cultural institutions, civic spaces, major events, enterprising start-ups and global brands alike. We draw insights from each sector we work in and have a wide interest in the world around us, which is hopefully reflected in our work. We have deliberately built a team of diverse individuals who share a wider interest in the world. This dynamic keeps our focus broad and allow us to view projects through multiple lenses, triggering discussion and debate in the pursuit of the strongest idea.
Projects credited in
- Edinburgh International Book Festival - CampaignsThe Edinburgh International Book Festival is the largest festival of its kind in the world – a meeting of minds welcoming novelists, poets, scientists, philosophers, economists, Nobel and Booker prize-winners and many more besides. Tangent has a long-running relationship with the festival that reaches back over ten years, developing a unique promotional campaign each year based on the director’s vision and annual theme.
- NY SliceThe NY Slice founder famously set his own house on fire while trying to discover the perfect temperature to fire New York pizza. Unorthodox, colourful, and larger-than-life, this is not your average fast food franchise. To capture the passion and irreverence of the brand we were inspired by the unique ‘Coney Island’ style of sign painting - the enormous, unapologetic hand-painted signs that were plastered across the fast food outlets and attractions of New York's Coney Island amusement park in
- Commonwealth Games 2014 - Look ProgrammeThe ‘Look Programme’ is an essential phase of any global sporting event. City and venue dressing are hugely important in creating a celebratory atmosphere for visitors, and for building a strong sense of time and place for audiences watching across the world. The creative strategy developed for the Glasgow 2014 Commonwealth Games Look Programme was applied to the host city, supporting cities and towns, event venues and sporting equipment.
- People Make GlasgowPeople Make Glasgow is the world’s first crowd-sourced city brand. Following a global digital conversation, the spirit and attitude of the people was identified as the city’s distinctive quality. Positioning Glasgow as an attractive place to live, work and study, the brand reflects the character of the city – direct, ambitious and unapologetic.
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