Present Tense

Present Tense for Crane Brothers AW26 Shot by @guycoombes , winter tailoring is caught mid-movement alongside Martino Gamper seating. We used the chairs every which way, except what they’re made for: sitting. Cropping and rotation brings a sense of disorientation, and the very real possibility of falling over. Lovely seeing it out there in real paper and paste. Case study imagery in its full, un-retouched glory, just a little grading! Martino Gamper, Sliced Paua Chair 01, 2011 Martino Gamper, Sliced Paua Chair 02, 2011 Courtesy of @martinogamper & @lettthomasgallery Design & creative direction: Present Tense (Liam Ooi @_liamooi & Abbey Luong @abbe.xyz ) Photography: Guy Coombes
Talent: Oliver Bartha
Styling: Chris Vovan
Assist: Theo Richards

We love an excuse to dig into some bezier curves. Custom wordmarks have naturally become an integral part of our practice. Image 1: for @archetype.ltd , bespoke lettering, 2024 Image 2: for Dave Black, bespoke lettering, 2025 Image 3: for Vallion, bespoke lettering, 2025 Image 4: for Industry Brands, based on American Grotesk by @klim_type_foundry , 2026 Image 5: Archetype BTS in @glyphsapp . Still rocking our 2.6 legacy license…

Present Tense for Crane Brothers A simplified wordmark and logo architecture sits at the heart of our refined brand expression for @cranebrothers . We consolidated a range of lock-ups and removed the italic serif, to achieve a more singular, assertive visual presence. The previous type was based on the familiar (and often maligned) Brandon Grotesque. However, the sharpened corners reveal a geometric skeleton, channelling historical classics like Futura and Super Grotesk — visual cues that still made sense and were well worth retaining. In extending this same treatment to the ‘Est. 1999’ typography, we looked towards the numerals within Brandon Grotesque. They proved not so useful — featuring a less formal construction that was anachronistic to the geometry we were after. Drawing from the sheer crispness within the ‘Crane Brothers’ letterforms, the ‘1999’ was instead custom-drawn to follow a more Renner-esque model: flat terminals that sit flush to the baseline, and an understated flagged ‘1’. The sorts of details that matter, when so many applications rely on making the logo bigger…

Present Tense for Crane Brothers Late last year we quietly pushed live a new website for @cranebrothers . It represents a significant moment in our year-long collaboration, as we have slowly given a fresh perspective to almost every single touchpoint of the business. 

Our new design system is highly modular and a true celebration of colour and form. No stone has been left unturned, with refreshed garment imagery, a powerful headless build, and a significantly overhauled enquiry and consultation system. Confidently shifting away from a purely transactional e-commerce model towards an experience that puts brand and service at the forefront — the foundation of how Crane Brothers lives and breathes. 

There’s still lots of learning and refinement to come, but it’s a significant moment in our partnership and we’re thankful to @murraycrane for never choosing the safe or expected path. You don’t surpass 40 years in the rag trade by sitting still.



Design & creative direction: Present Tense (@_liamooi , @joeasmoore )
Development & advisory: @bestiestudios_ (Celine Giovanni & Jeffrey Roulston)
E-commerce Photography: @shuanglinphoto 
Campaign Photography: @meighan_ellis , @hollysarahburgess for @veil_magazine 
SEO & Digital Management: @franklyanalytics (Alex Jordan) Typeset entirely in American Grotesk by @klim_type_foundry

Present Tense for Crane Brothers This time last year we partnered with @cranebrothers on their first print edition of Dispatch. Through some lighthearted wordplay, our paper crane concept embodied the patience and precision that Crane Brothers has cultivated over the years, and all without ever showing an image of a suit. A kaleidoscopic cover graphic revealed to be a series of nested origami patterns, transforming the single B2 sheet into an interactive brand piece. Customers were invited to help fold 1,000 paper cranes as a wish for longevity and prosperity as Crane Brothers entered another 25 years of contemporary tailoring.

Present Tense for The Arts Foundation Te Tumu Toi We recently partnered with @brownbreadnz and @theartsnz on one of New Zealand’s most ambitious (and successful!) arts campaigns yet. The ‘Supernova’ concept immediately conjured impact, creation, and something huge emerging from a small spark: a true reflection of the exponential power of a $25 donation. A high energy burst of colour and excitement brought this uplifting call to life, as we looked to launch ten of our brightest young artists into the stratosphere. Fundraising campaigns take all the mahi! And graphic design is just one small piece of that puzzle. Thanks to all the much more talented hands that led the call to raise an unreal $250,000 for our up-and-coming artists! Creative direction & design: Present Tense
Implementation (and everything else!): Brown Bread Typeface: Söhne Kräftig by @klim_type_foundry