Writing — 4 Articles
Thinking aloud.
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The Cost of Recognition
Every brand that wants to be immediately recognisable is paying for it somewhere. Usually in originality.
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Type as Atmosphere
The font choice is never just a font choice. It is a decision about what kind of room you are building.
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The Brief Is Never the Brief
What clients write down is a symptom. The actual problem is usually three conversations deeper.
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On Finishing
The last five percent of a project is where most of the quality lives. It is also where most agencies stop.