We're Umlaut. We tell stories. Design is best when it doesn’t operate in a vacuum. Brands are part of the fabric of society, so to create them without leaning on references from all around you, would be a tad odd. It’s about seeing how a brand fits into its surroundings, drawing out the best bits that you find, and then creating something that looks and feels so authentic, that it’s hard to understand how it hasn’t been there forever.