ALL ARTICLES
Notes on branding, design and visual systems
Practical thinking on positioning, identity, brand systems and how a brand plays out across its touchpoints.
Visual identity systems: what makes one last ten years, and what wears it out in two
Why some visual identities hold up for years while others wear out in a few seasons: the system, the rules, the governance, and when to evolve rather than start over.
Why good branding matters
If your website, social channels and presentations feel like they come from three different companies, the problem is rarely aesthetic.
How to use AI in your brand identity
The challenge is no longer drawing a beautiful symbol. It’s building a set of rules that can produce hundreds of consistent assets.
A launch is coming up: where to start
When the date is set, the temptation is to start producing right away. That’s usually where brands lose the most time.
AI in a design studio: a tool, not a selling point
What AI really changes in how a brand identity gets made, seen from the studio floor: where it helps, where it fails, and why our most “generative” tools contain none of it.
What is branding?
Branding is the set of decisions that make a brand recognisable and consistent: its positioning, its visual identity, its tone and the way it plays out on every touchpoint.