It took years for us to spell out what defines our work and process. In the past, we have described ourselves as neutral and composed, wanting to let our work speak for itself. Yet, we always wanted to share a bit more. Applying our branding process to ourselves, our discussions led to two words: Inspired Design.

And A Half spoke in Graphika Manila on February 2, 2019. Our studio was represented by Mike Parker, one of the leaders we look up to here. It was our first time to share our story in public and what those two words mean for us.

We usually think of inspiration as enlightenment. It arrives at the right time to deliver the big answer. We often liken it to luck: Sometimes it comes, sometimes it doesn’t. We think it’s happenstance. But this idea is what we wanted to undo on the stage — inspiration for us is not passive. It is active, much like how we see and go about our own design process.

Inspired design has vision. It is relentlessly optimistic.

Our projects begin with problems that need solving. But these problems come in different shapes and sizes. Sometimes, it’s a complex situation with many moving parts. Other times, it’s a barely tangible idea and a bunch of blanks. But from here, we ground ourselves in the work. One has to keep imagining and doing while staying the course of a clear vision.

This is our experience with Menarco Tower. Our client came to us with a building design, renders, technical features, and a dream: To create the healthiest office tower in the Philippines. Brands need both time and a lot of effort to grow. When it began, we did not know we were going to eventually produce a magazine for a brochure or a complete way-finding system.

These came through consistent work, constant creation, and sticking with a vision. In this trade, regardless of challenge or client, we always have to find this positivity. As designers, we create things and add value. Creativity is a positive act.

Optimism might be a bit more difficult with projects that involve sociopolitical issues. It’s harder to dream when you are part of a minority in an angry and confused nation. This was the state of things when we took streamlining the design for the Commission on Human Rights (CHR). The drug war, proliferation of fake news, and a lack of brand consistency across its regional offices led to public mistrust and low morale for the CHR. While the organization has bigger fights to fight, good design helps it convey legitimacy and a strong sense of purpose.

Optimism may be situational, but inspired design also has courage. It has the strength to dissent when needed. It has the will to create brands that will convey trust and truth.

Inspired design is also intentional. We were tasked to envision Philippine culture through a gin label when we were approached by Full Circle Distillers for their liquor line, Archipelago. The label should show what is distinctly Filipino along with the meticulous process that each bottle goes through.

We took Letras Y Figuras, numismatic elements, and Filipino flora inspired by Fr. Francisco Manuel Blanco’s illustrations to create the rich and dense design.

Inspired design fosters human connection. We partnered with A-HA Learning Center through our Helping Half program for a few months in 2018. They are a tutoring center for public school students, bearing the tagline: Anyone can be anything. More than helping the kids with their academics, they also focus on teaching them life skills such as nutrition and finance, and values like resilience and critical thinking.

Besides having an identity to present to sponsors as a Non-profit Organization, A-HA also needed to build their volunteer tutor pool. With the help of our interns, Una, Zoe, Roy, and Cody, we came up with a handy volunteer kit. This provides first time volunteers with key information like organization values, what to expect, what to prepare, and milestones to encourage volunteer retention.

A-HA is led by our friend, Jaton Zulueta, whose passion to change children’s lives through education drive the organization forward. We saw the project through in large part because of his charismatic leadership, which comes from a deep understanding of human emotion. Inspired design is very much the same. It has empathy — the capacity to go beyond the self and understand another.

Jaton is also an awardee of TOYM Philippines: The Outstanding Young Men Awards 2018 for Community Development.

Our studio began with our name. _______ And A Half. It’s intended to come after something. It is meant to add value. Which is why we say “Menarco And A Half,” “CHR And A Half,” or “AHA! And A Half.”

Together, we solve problems and uncover how design can create new forms of value.

We maintain this philosophy when it comes to inspired design. People approach us primarily because of problems. Sometimes they come frustrated, other times, almost defeated. But in every single engagement we always begin with optimism. We find that common vision we can dream about and work for. We should have the wisdom to ground our goals as needed and the courage to dream big when necessary. The details of the work should be intentional and generous. And at the heart of it, it should always foster human connection and emotion.

Inspired design is not an end in itself — it’s a start.

And A Half for us is about a partnership of shared values to create something more: A right design solution, a new perspective, a better idea. And these things can only come when you put your heart, soul, and grit into cultivating them. All of that — heart, soul, and grit — are part and parcel of what makes design inspired. &

-Bj Abesamis

As a bonus, these values are available as typography posters here.