Journal
What we have worked out so far
Branding, positioning, design and how a project actually runs. Written by the people doing the work, which is why some of it argues with the rest of the industry.
Accessibility is not an afterthought - it is a feature
Designing for everyone is not a compliance checkbox. It is one of the highest-leverage quality signals your brand can send.
How visual contrast shapes the way people trust brands
Contrast is not just an accessibility metric. It is a signal of confidence - and confidence is what buyers read as trust.
The carbon cost of a heavy website - and what to do about it
Every megabyte you ship is energy someone else has to spend. Lightweight is not just faster - it is more sustainable.
Naming a brand people actually remember
The best names are not the cleverest. They are the ones that survive being said out loud, misheard and typed with one thumb.
What metro wayfinding taught us about clarity
Transit systems have to be understood by a stranger, in a hurry, in a second language. Every brand could learn from that constraint.
What your pricing page says about your brand
[Placeholder copy] Pricing is the most-read page on most B2B sites, and usually the least designed.
The first ten minutes decide the next ten months
[Placeholder copy] Onboarding is not a tutorial. It is the moment a customer decides whether this was a good idea.
Type does more brand work than your logo
[Placeholder copy] A logo appears once. Your typeface appears on every word a customer ever reads.
Stock photography is costing you more than it saves
[Placeholder copy] The cheapest image is the one nobody believes. Credibility has a price and it is lower than you think.
How to audit a brand you are too close to
[Placeholder copy] Everyone inside the company can recite the values. Nobody outside can name one.
A design handoff nobody has to ask questions about
[Placeholder copy] If a developer has to guess, the design was not finished. Guessing is a specification failure.
Social proof that actually persuades
Logos and star ratings are table stakes. The proof that moves buyers is specific, recent and told by someone like them.
Cutting a day-long event into a film people finish
The hardest part of event coverage is not the shooting. It is deciding what to leave out.
Sustainable packaging without the greenwash
Shoppers can smell a hollow eco-claim. Honest sustainability is a design decision, not a sticker.
What a brand audit really is.
Why your logo isn't the problem
When growth stalls, the first instinct is to redesign the logo. The data says the logo buys you a few seconds - and something else entirely decides whether the customer stays.
Why Every Growing Business Needs a Brand Audit
Why Brand Audits Find Problems but Businesses Still Don't Change
Your Website Has Traffic. So Why Isn't It Creating Demand?
Would rather talk than read?
Say what is not working and we will tell you which part of this it is, including if the answer is none of it.
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