Journal

Notes from
the studio.

Essays on brand, product and craft from the people doing the work. New notes every month.

A person looking up, their eyes covered by a glowing orange visor, in warm smoke.

Latest6 min read

Why most rebrands fail in year two

Launch day is the easy part. The real test of a rebrand is whether the system survives its second year of daily use.

A silhouetted profile against electric blue, streaked with sparks of orange light.

Product

Designing systems engineers actually use

A design system only matters if engineers reach for it first. Here is how we build ones they do.

A figure in sunglasses and a loose shirt standing in hazy red light.

Craft

The case for fewer, better directions

Showing thirty options feels generous. Showing three you believe in is far more useful.

A seated figure dissolving into streaks of orange light on a dark ground.

Motion

Motion is the new logo

For most brands the first impression now moves. Motion deserves the same care as the mark itself.

A figure in a dark hood wearing a sleek white visor, against a deep blue background.

Strategy

Positioning before pixels

If the team can’t say what makes you different in one sentence, no identity will say it for them.

A figure in profile, blurred by motion against a glowing orange background.

Process

What a nine-week engagement actually looks like

A week-by-week look at how we take a brand from first call to launch without surprises.