Journal
Essays on strategy, craft, and the decisions that define a brand.
6 essays
Five Rebrand Mistakes We See Every Year
After eleven years and more than a hundred brand projects, some patterns have emerged around what goes wrong and why.
The Website Is the Brand
For most companies in 2024, the website is the first and most sustained contact most customers have with the brand. It's not where the brand is communicated — it is the brand.
Building a Color System That Actually Works
Color is the brand element that buyers notice first and remember longest. It's also the one that's most frequently underdeveloped in brand identity work.
Why Strategy Must Come Before Design
The most expensive mistake in brand design isn't a wrong color choice. It's beautiful execution of a wrong strategy.
Typography Is Not Decoration
Type choices are the most revealing indicator of a designer's depth. Not because some typefaces are more prestigious than others, but because selecting the right one requires a specific kind of research.
Motion Is Not an Afterthought
Most brand identity systems treat animation as decoration — a nice-to-have that happens at the end. This is why most brand animations feel disconnected from the brand they're supposed to express.
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