The lines on the paper don't just appear by themselves. Everything is thought through carefully. Considered and scrutinised. Rock ’n roll with a hint of classical music. Style, class, talent and a lot of hard work. Prepared, developed and further elaborated. The result is one line which encompasses all of the issues.
FIVE AM is not a design agency that takes an authoritarian approach. The client makes a contribution. As much as possible. Regular workshops and meetings facilitate this input. A concept grows from idea to realisation. Gradually. In collaboration. Adjusting and adapting until the client can see their own ideas reflected in the final creation; that's how it works. The client's idea forms the foundation for everything. That’s how it should be.
A design, no matter how well thought-out, can be distilled down to one sketch. Simplicity. There is a comprehensive and detailed process prior to this. All of the client’s questions and requirements must have been answered or fulfilled. But it's the concept that counts. Broad and all-encompassing. The power of FIVE AM lies within the unique idea. Unique in its field; in every sense of the words.
And if it's good, it can be summarised in one single line.