Journal / Process
Process
· 5 min read
Why we start every project with a single sentence
The shortest document we write is also the most important one. Here is why.
Leo Marin
Founder & creative director
Open field — location study, 2026
(In this article)
01 Constraints create clarity
02 How we write it
03 When it changes
01
Constraints create clarity
A one-sentence brief forces hard choices early. If the team cannot agree on the sentence, they will never agree on the logo.
02
How we write it
We draft dozens of versions in a single workshop, then cut every word that does not earn its place. The final sentence names who you serve, what you believe and why it matters.
Who is it for?
What do you believe that others do not?
What should people feel?
03
When it changes
Sometimes the sentence changes halfway through a project. That is not a failure — it means we learned something. We rewrite it, share it and design to the new version.
Process
Strategy
(Written by)
Leo Marin
Founder and creative director of Gorjon. Ten years of turning quiet companies into brands people talk about.
