Ferret is a new Tokyo-based media consultancy run by New Zealand native Chris Gilbert.

We put together a decidedly silly little “highly didactic brand identity mini-manual for Ferret” once we had finalized the identity parameters: a cheeky PDF that serves as a usage guide.

The manual can be opened in Adobe Illustrator and pulled apart to use as the base for future projects.

We also provided Adobe Swatch Exchange files so that Ferret’s identity will come across in every Adobe app—important as much of Ferret’s work is in broadcast.

The entire identity is built around our house typeface Biwa, with Axis used for Japanese characters.

The identity works in two modes: business…

…and business casual!

As most major businesses in Japan have a mascot, it would have been a total mistake to not have a ferret mascot. We are looking forward to watching Chris and Ferret run with it!