SomeOne develops "question everything" identity for new brand SpyScape

London based design agency, SomeOne has created the branding for Spyscape, a new brand on a mission to “empower people to see themselves and the world more clearly.” To achieve this goal, Spyscape creates content and experiences that aim to both educate and entertain across physical and digital channels. The brand’s first major project will take the form of a museum located in midtown Manhattan, New York which we wrote about earlier this month.

SomeOne worked alongside OneDotZero to run the creative pitch, help advise and curate the project as well as growing the Spyscape design team headed by Ross Phillips. SomeOne’s branding for Spyscape centres around the strategic position of taking nothing for granted leading them to develop the tagline “Question Everything”.

The custom typeface used across the branding consists of three cuts that can be connected. This is made up of two “redacted” cuts that show only part of the letterform, but often enough to distinguish what character it is. "The third cut is a complete letterform that can be either used to hint at the remaining stroke, or used in its entirety for total clarity,” explains Emily James, project lead designer at SomeOne. This typeface runs as a theme across the museum’s wayfinding signage, from informative panels to decorative additions to the architecture.

“This is a brand that is tackling one of the greatest topics of our time. Privacy. Their approach is both erudite and entertaining. The new branding helps to manage their reputation and stimulate curiosity in the audience,” says Simon Manchipp, founder of SomeOne. This brand messaging was developed by SomeOne in conjunction with ReedWords and has been deployed across a wide selection of new merchandise which will go on sale when the museum opens in December of this year.