Notes on brand, growth, and building businesses worth choosing — written by the people doing the work, not a content team.
Dispatches from the studioA new wordmark can't fix a business that hasn't decided what it is. Where rebrands actually go wrong — and the work that has to happen first.
Read the dispatch
The contract showed the revenue. It hid the cost. Priced honestly, the biggest line item of our year was a loss with a nice cover.
Naming dies by consensus. The trick is to make the decision early, with the right people in the room and the wrong people out of it.
A typeface sets your tone of voice before the first sentence is read. Choosing it is a strategic act, not a cosmetic one.
Stop optimizing for this month's update. Build the kind of useful that every future update is designed to find.
What changes when the person who sells the work is the person who does it? Almost everything.
The fastest way to become known for something is to stop trying to be known for everything.
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