Architectural Brand Code

Brands by EXP. are multi-dimensional orchestration that creates unforgettable, inspiring and delightful experiences and memories in every user we have the fortune to interact with.

We call this methodology 'Architectural Brand Code'. In short, ABC.

This Brand Code version begins with the fundamental elements of our brand and move into 2-Dimensional applications across multiple media such as prints and digital. This, as is the core-value of EXP., a work of continuous improvements. If you'd like to contribute, please do.

What is A Brand?

I've learned that people will forget what you said, people will forget what you did,

but people will never forget how you made them feel.

Maya Angelou

0.  Context

minimalism, wabi-sabi, and technology.

Minimalism is more than lots of white space, it is an attitude. One could be minimalist in her actions, in her words, in her relationships. It is simply a believe in having less, but better. Research has shown that for equal monetary value, a positive experience provides more lasting sense of happiness than that of material goods. e.g. a $500 concert is valued much more a year later than a $500 hand-bag bought a year ago.

That is the initial insight for our philosophy:

On the other hand, Wabi-Sabi as a Japanese aesthetics appreciates the raw, honest nature of materials which, in todays dominant culture of 'newer-shinier-better', might sometimes be regarded as imperfect or crude. May that be the case, we cannot foresee a sustainable future where everyone subscribes to the constant upgrades, and disposal of perfectly good items. We must learn to appreciate the raw, the imperfect but honest expressions.

From the stone age to the industrial revolution, the enlightenment to the information age, technology defines our time. At EXP. we observe and analyze the effects of technological changes while embracing them. We recognize the many conveniences and possibilities technologies has brought us, while addressing the negative effects of ubiquitous technology to our sleeps, to our relationships, and to our sense of self-worth. We shall use
technology along with conscious and mindful designs, to reverse this trend.

0.1 Aesthetics

EXP.'s aesthetics is the expression of the underlying philosophy. While it is difficult to put these sensitivities into words, all members of EXP. are encouraged to study and immerse oneself in our mood boards from time to time as these collections grow organically.

Our living collections of mood boards can be found on our

Pinterest | Look & Feel

0.2 Values


We value sustainability, in the sense that each of us should, in our lifetime, strive to leave behind a world better than that which we have received.


‍We value honesty, truth, and integrity That which is not seen or visible must also be good.


We believe that the ever-changing state of the world comes with problems that asks for new solutions: not from the vacuum, but drawing from the wealth of history and wisdom, applied through design and technology.


Diversity is the basis of evolution, of resilience, and of inspirations. Contrasting opinions, when communicated respectfully, are opportunities for synergy.


We value quality over quantity. Experience over materials. Happiness over stuff.

0.X Book Recommendations

Zen Mind Beginner's Mind

In Praise of Shadows

Tao De Jing



1. Graphic Identity