Branding8 min read
Why Your Logo Is Not Your Brand
The difference between a logo and a brand identity. Why most founders over-invest in the mark and under-invest in the system that makes it work.
Journal
Thoughts on branding, design, and building visual identities for ambitious brands.
Design Process9 min read
The Brief That Actually Works
How to write a design brief that leads to great work. What to include, what to leave out, and why the anti-brief is your worst enemy.
Branding10 min read
Choosing Colors That Mean Something
Color theory for founders, not designers. How to pick colors that differentiate rather than blend in, and why every fintech is blue.
Typography10 min read
Typography Mistakes That Kill Credibility
The five most common typography mistakes on business websites. Too many fonts, bad hierarchy, unreadable body text, inconsistent sizing, and ignoring mobile.
Design Process12 min read
What to Expect from a Brand Identity Project
Timeline, cost, process, and deliverables. An honest guide for founders who have never worked with a design studio before.