Department Declaration

Coup is a young, small brand studio in Belfast, established in 2025. So why trust us with your business? We work harder. We can't afford not to. Every assignment has to produce a brand that customers choose. Looking good and having a founder’s story are not enough. We find the reason people should choose your business, then carry it through every place they encounter it, from identity to ad. Most of the work happens before anything is designed. We study your product, the market and the people expected to buy it. They are the ones voting. We approach each industry without inherited habits. The drinks shelf already has enough botanical illustrations and stories about somebody’s grandfather. We find what belongs to your business alone. Being small means your file is handled by the same person from the first conversation to the finished brand. We take on products or services we believe in and assignments we are confident we can improve. When we can't say that in all honesty, we decline early. Our remit is narrow: we build brands that customers choose over competitors. To take the matter further, open a file. There is no fee and no obligation. You will be assigned a file number. You will not be treated like one.

10 standing orders

• Seek admiration from customers, concern from competitors and indifference from neither.
• It is preferable to be remembered than approved.
• Committees are an effective method of preserving mediocrity.
• The experience is the product.
• A brand acceptable to everyone is selected by no one.
• The least expensive branding decision is rarely the cheapest.
• Public conversation is a more reliable indicator than public agreement.
• A small number of devoted followers is of greater value than a large number of passive customers.
• The logo is a component of the brand. It is not the brand.
• Companies sell. Icons adopt.