Brand
Naming, voice, identity systems — and what actually happened after the guidelines shipped.
Generative AI in brand work: our position, in plain language
Where generative AI genuinely helps brand work, where it quietly rots it, and the disclosure we give every client. Our studio position, stated plainly.
Illustration systems that don't go stale
One-off illustration ages like milk. Here's how we build illustration languages as systems: primitives, composition rules, generators and maintenance models that survive.
From shelf to screen: packaging-to-web consistency
Shoppers meet your brand on shelf and screen in the same week. Keeping them aligned: claims parity, photography, and the audits that catch drift.
Rebrand rollout: the domino order matters
A rebrand is a logistics operation wearing a brand costume. The domino order — domain, redirects, app stores, email, legal — that decides whether launch week sings.
Measuring brand without voodoo
Brand measurement for people allergic to brand science: aided recall, share of search, consistency audits and the quarterly one-pager leadership actually reads.
Modernising a heritage brand without erasing its soul
Heritage rebrands fail when they sand off the character that made the brand matter. Audit what's earned, keep-burn-build, and modernise without whitewash.
Co-branding: rules for sharing the stage
Partnership work exposes weak brand rules. Designing co-brand lockups, negotiating hierarchy, governing colour custody, and drafting legal-adjacent bits early.
Brand governance without the brand police
Governance fails when it's enforcement. How to build decision rights, self-serve assets and exception handling that make the right thing the easy thing.
Brand strategy on one page (or it isn't strategy)
Our one-page brand strategy format: audience tension, position, proof, personality and the 'we will not' column — with an annotated example and facilitation notes.
Rebrands that worked (and the ones that were just new paint)
An anatomy of rebrands that actually changed the business — knowing when to rebrand, how to sequence the rollout, and how to tell transformation from paint.
Sonic branding: the layer most products mute
UI sound is brand identity nobody briefs: sonic layers, notification tones, testing with accessibility in mind — and knowing when silence wins.
An illustration system is rules, not a folder of PNGs
Illustration that stays consistent after the artist leaves: principles with forbiddens, per-artist commissioning briefs, rarity budgets, and storage that survives churn.