68 John St from 31-1-25

We have been designing new signage for our move to 68 John St - opening Friday 31st (closing here 23rd). Decided to put a blurb on one of the signs, which is always a challenge as I fear sounding a pretentious/precious. There is also a fear that people are rightly skeptical of mission statementy things as the reality and the vision are often quite different.

When we did the branding for Eyeye we did it with Justine Gaubert - who is something of a South Yorkshire legend. Her view was that we needed to be up-front about our ethical approach and it terrified me intially - it’s quite a thing to say - what does ethical mean? does it mean the same thing to everybody?

Anyway - we have kept to it and it the blurb on the new sign is a renewed commitment and remoinder to ourselves of what we are all about.