With an expansive portfolio of work, ranging from food and flowers, to fashion, people, interiors and travel, it became apparent that David Loftus' work embraces the entire colour spectrum. With this in mind, David's identity has been designed to contrast with this 'colour theory' concept, producing a quiet, understated and personable word-marque. A supergraphic has been devised to illustrate this 'spectrum of coloured pixels’ and further enhance the graphic language of his brand.

Embracing photographic connotations, the formats of the business cards and postcards work both in portrait and landscape rotations, allowing for a greater and more diverse showcase of images. Throughout each version, the supergraphic pixel spectrum has been 'sectioned' into four and features on the front of each card, with a corresponding image complimenting each 'sectioned' portion of the colour palette on the reverse. For future refreshes, images on the back can be continually updated to showcase David's latest work. The postcards are sized to reflect a 6x4 inch print, and the business cards reduced down at scale. The ‘David Loftus’ word-marque is blind embossed, almost recreating a water/copyright marque.

For digital use, the letterhead, continuation sheet and invoice design templates use the cool grey version of the word-marque. Even though the marque appears as a 'colour', it's subdued appearance still allows the supergraphic to leap off the page. To adapt this idea to the restrictions of a fax machine, a grayscale version of the supergraphic has been designed to work in monotone.

The design of the disc labels utilise the natural colour spectrum that reflects off of the surface of a DVD. Using single colour white, the labels continue the visually understated brand style.

Overall, each individual piece of stationery collateral references either a section of/or the entire 'spectrum of coloured pixels' and reinforces the 'colour theory' identity concept.