Insights

Notes from the studio.

Short, practical writing on branding, identity, and small business marketing, grounded in twenty years of design work.

What actually goes into a brand identity (and what doesn't)

A logo isn't a brand identity. Here's what a real identity system includes, and what most 'logo packages' quietly leave out.

Not every brand problem is a rebrand. A practical way to tell the difference before you spend the money.

The single biggest predictor of a successful design project has nothing to do with the designer. It's the brief.