Thoughts
on brand.
Strategy, identity and
the decisions behind both.
Strategy, identity and
the decisions behind both.
What brand identity actually costs in Europe versus working with a studio in Nairobi, why the gap exists, and how to compare quotes fairly.
GlobalSame budget, more scope.
GlobalGeography is an asset, not a limitation.
ConsistencyHow to build a social media presence that is recognisable without being repetitive.
StrategyA behind-the-scenes look at how we approached a recent rebrand and what the strategy phase revealed before we opened a design file.
StrategyA simple mental model for understanding the layers of a brand and why most businesses skip the most important part.
ProcessHourly billing rewards inefficiency.
IdentityReal price ranges for freelancers, studios and agencies, what drives the number up, and how to compare quotes fairly.
IdentityLogo, colour system, typography, guidelines.
StrategyYou do not need to hire an agency to know whether your brand is working.
ProcessA practical guide to writing a design brief that gets great work.
ConsistencyConsistency is what makes your brand recognisable in a scrolling feed.
IdentityA practical process for building a palette from positioning: roles, contrast, print versus screen, and testing.
IdentityRebranding is one of the most misunderstood decisions a business can make.
StrategyA plain-English definition, the six components every strategy needs, and how to tell when yours is working.
StrategyBrand positioning is not a tagline or a mission statement.
StrategyWhat is a brand voice? It's the personality behind every word your brand writes.
StrategyTwelve brands you could recognise without the logo, and the same messages written three ways.
StrategyVoice is fixed, tone flexes. How to document both without losing the personality.
ProcessDefine your adjectives, boundaries and word list in one hour, on two pages.
IdentityMost brand guidelines documents are either too thin to be useful or too long to be used.
StrategyTwelve recognisable characters, what each one sounds like, and how to pick the one that is true of you.
IdentityMost businesses confuse their logo with their brand.
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