A small studio for brands that care about the details.

We are designers and engineers who believe good work balances two things: the human side of a brand, and the logic of the systems that deliver it.

Why “Fragile Logic”?

Brands are fragile. Trust takes years to build and one clumsy experience to lose. The systems behind them, from type scales to codebases, need strict logic to hold that trust together.

We named the studio after that tension. Every project gets equal care for how it feels and how it works, from the first sketch to the last line of code.

Team members discussing a project at a glass wall

How we work

Senior people, start to finish
The designer you meet in the first call is the designer doing the work. No hand-offs to juniors.
Plain language
Clear proposals, honest timelines and reports you can read without a glossary.
Built to be maintained
Brand systems, code and files organised so your team can keep using them long after launch.
Measured outcomes
We agree what success looks like up front, then measure it after launch.

A clear process, from first call to launch.

Discover
We learn your business, audience and goals, then agree scope, timeline and budget in writing.
Design
Concepts first, then refinement. You see real work early and give feedback at every stage.
Build
Designs become production-ready files, code or footage, with weekly progress you can review.
Launch
We ship, measure and hand over everything you need, then stay available for what comes next.