Insights
Notes from the studio.
Plain-spoken thinking on brand, web and AI — what we’ve learned building them, and how we make the calls we make.
Your brand is a system, not a logo
A logo is one output of a brand. The system behind it is what actually does the work.
Read the pieceThe website is where the brand proves it
You can claim anything in a deck. The site is where a brand has to be true.
BrandWhat brand guidelines are actually for
Not a rulebook to admire — a tool that lets other people make on-brand decisions without you.
BrandNaming is the hardest easy thing
Everyone has an opinion and nobody has a method. Here’s how we approach it.
BrandColour is a decision, not a preference
“I like blue” isn’t a brief. What colour is doing in a system is.
BrandType sets the tone before a word is read
Typography is the accent your brand speaks in. Choose it on purpose.
AIAI won’t save a weak brand
The honest version of the AI conversation, from people who build both.
ProcessHow we run a brand sprint in two weeks
A fast, focused way to get founders looking real without cutting the thinking.
WebDesign for the edit
The best site in the world is useless if your team can’t update it. Build for the people who’ll live in it.
BrandThe quiet power of consistency
Consistency is boring to talk about and the single biggest lever most brands ignore.
Enjoyed the thinking? Put it to work.
If any of this sounds like the studio you’ve been looking for, the first conversation is free and useful either way.