Project Information
To mark a new chapter in its history, the creative engineering studio PCH adopted a new name—Gentle Systems. The name is a clearer expression of the studio’s place between technology R&D and a respect for craftsmanship.

The system starts with tags: pill-shaped markers that tame complexity and organise content on a quiet grid. Their interaction with images and videos in their native formats and ratios sets the rhythm of the identity. A tag can act as a label, navigation, a button, a player, or a progress bar, making it the brand’s most recognisable element.

Moments of pause and clarity come through symmetry, while the occasional playful symbol adds a touch of whimsy—such as the “Gentle but very capable” stick figure.

Text comes in Unica77 by Lineto, brown on off-white or the reverse. Industrial enough for tools, gentle enough for heritage.

To complete the system, we collaborated with Phillip Koll on a series of playful portraits of Gentle Systems captured through the artifacts scattered around the space, and commissioned Jonathan Djob Nkondo to create an animated illustration celebrating the practice of “thinking with your hands.”