Needles to say, photography is the crafting of light. Based on an observation of light going through a lens (above far left) led to a simple but appropriate typographic solution for a client named Kreisler – an inline K. Although this first step produced an interesting result, it was the additional bending of light that led to the final identity (far right). This allowed for the interplay of light to be at the centre of the identity concept. This somewhat serendipitous identity has since been applied to a series of materials and contexts.