No fluff. No listicles. Writing from inside the work — for founders, product teams, and marketers who care about getting the details right. We publish what we wish someone had told us before we shipped.
A logo is the mark. A brand identity is the system that makes the mark mean something. Here's what each one does — and the four-stage test for working out which one you actually need to build first.
Logo prices range from pocket money to enterprise budgets — and most people have no idea why. Here are the seven things that actually move the price, the four bands you can buy a logo in, and the trade-off you make at each one.
Most brand identity systems stop at static. Then the team ships the brand into a website, an app, a TikTok, and a six-second pre-roll — every one of which moves. Here's the chapter most brand books are missing.
An Amazon listing converts because the buyer's questions get answered in the order the buyer asks them. A+ content is the only section of the listing where the seller controls that order. Here's the five-module structure that works.
Most quotes for brand identity timelines are either too short to win or too long to feel safe. Here is what the work actually looks like, phase by phase — and the five factors that move the timeline more than anything else.
Most 'video for your product' briefs lump three completely different formats into one ask. The result is one piece of video that tries to be three things and convinces as none. Here's how to pick the right one.
Not every logo that feels old needs replacing. Founders refresh for the wrong reasons four times out of five — and the wrong reasons cost the same as the right ones. Here are the signs that actually justify the work.
The doc most companies pay for, link to once, and never open again. Here's what should actually be in it, the difference between guidelines and a brand book, and why — at scale — it matters more than the mark on top.
A focused logo project is four weeks. Five phases. Three concepts narrowing to one. Here's exactly what happens in each phase — and the failure modes when phases get skipped.
