This brand guide (currently in production) shows the new branding for ST. ALi. Directed by ST.UDIO ALi c/o Jes Hoskin, it shows that ST. ALi is a brand that is directed by an underlining ‘ROCK & RIVER’ metaphor.
The ‘rock’ is the scaffolding that holds up the branding and is dictated by a series of rules. This includes logo sizes, typographic hierachy, document layouts etc. 

The ‘river’ is everything outside of those rules that ST. ALi is infamous for.

Both parts can exist on their own and still be correct, but it is when they are used together that the fun happens.