GG approaches the design of a corporate identity as “gradual corporate design“: she creates a universe which continously changes, spinning around the same themes. All media can be part of this universe. In the end this means that there is no longer a distinction between a piece of paper and the public space.
Creating identity is creating an universe which is open and inviting to the public. To realize this she designs loose elements instead of templates and processes instead of rules.
She considers logos as a way of branding redundant because they are no longer distinguishable.