Short, opinionated posts on web development, brand identity, design and marketing - written between client work, in the same voice we use with clients.
Most logo refreshes solve a problem the logo did not have. A short note on what to do instead.
Read noteA short essay on color-system restraint, and why most brand guidelines should fit on one page.
Read noteNaming this studio took longer than the first three client projects. Here is what survived the process.
Read noteA 12-decision framework that gives a small business 80% of a brand system without a designer on staff.
Read noteA 60-page PDF lives in a Drive folder forever. A two-page reference card gets used.
Read noteVariable fonts have been broadly supported for years. Three things we use them for and three we still don't.
Read noteA wordmark is sometimes the only mark a brand needs. A short note on when that holds.
Read noteBrands that look intentional everywhere share one trait: a layout grid the team actually uses.
Read noteSearch engines change their ranking signals on a Tuesday. We can promise a process. We can't promise a result.
Read noteFive decisions that move a service-business Google Ads account from money-pit to predictable channel.
Read noteA redesign rarely fixes a low-converting site. The fix is usually upstream of the design.
Read noteEvery platform pretends free reach still exists. The numbers say otherwise. A note on what still works.
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