Insights

Field notes from the studio.

Three decades of practice, put into writing. Brand identity, implementation, digital strategy, and the craft of building brands that last.

15 articles

Brand StrategyFeatured

We Don't Design for Small Companies

A true story about a young startup called Equitas, and why we've always designed brands for the future, not the present.

8 July 20268 min read

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14 more articles

Digital

Before You Redesign, Check These 3 Lead-Generation Gaps

A redesign does not fix a weak enquiry path. Before changing the visual system, check whether your website is clear, trusted, and easy to act on.

20 July 20266 min

Brand Identity

Why logo is not the brand!

Clients come to us asking for a logo. What they almost always need is an identity system, and the difference changes everything about what gets built.

17 June 20264 min

Implementation

Why most rebrands fail at implementation

Organisations spend 80 per cent of their rebrand budget on identity design and 0 per cent on making sure it is ever used consistently. That is not a design problem. It is an implementation problem.

15 May 20266 min

The Craft

How to write a brief that gets results

Most design briefs describe what the client wants to receive. The briefs that produce the best work describe what the client needs to achieve: and the difference is not semantic.

10 April 20265 min

Brand Strategy

What 35 years of stewardship taught us

The brands that last are not the ones with the best logos. They are the ones with someone minding the system across years, management changes, and every output the organisation produces.

22 March 20267 min

Brand Identity

What makes a logo work — and what makes it last

A logo is often a company's first handshake with a customer. But most logos fail within a decade, not because the design was weak, but because it was built for a moment rather than a system.

10 March 20264 min

Brand Strategy

How branding changed — and what stayed the same

We have been building brands since 1991. The tools have changed. The platforms have multiplied. The fundamental problem has not: make people trust you faster than they trust your competitors.

28 February 20265 min

The Craft

The visual principles every brand manager should understand

Design is not decoration. Every visual decision either reinforces or undermines what you are trying to communicate. Understanding these principles makes you a better client and a better guardian of your brand.

15 February 20264 min

Digital

Getting found: digital visibility for identity-led businesses

A beautifully designed website that cannot be found is an expensive brochure. SEO is not separate from brand building: it is part of how people discover you, and the first impression they have before they arrive.

1 February 20265 min

Brand Strategy

Content that builds authority over time

Content marketing is frequently misunderstood as a quantity problem: post more, reach more. The brands that build genuine authority do the opposite: publish less, publish better, and publish specifically.

20 January 20265 min

Digital

The 5 Ds of digital marketing — and how to use them

Every brand operating online is navigating five interconnected dimensions. Understanding how they interact determines whether your digital marketing is coherent or merely active.

10 January 20265 min

Digital

Digital marketing in 2026: what actually matters

Every year, the trend reports announce the death of something and the rise of something else. Most of it is noise. Here is what is actually shifting — and why it matters for brand-led businesses.

5 January 20265 min

Digital

Social media for brands built to last

Most social media strategy is optimised for reach. That is the wrong metric for brand-building. Reach gets attention. Consistency builds trust. The brands that endure on social media post most recognisably, not most frequently.

20 December 20255 min

Brand Identity

What you can do yourself — and where professional design pays off

DIY branding has become genuinely more viable. But there is a difference between design production and design thinking — and that difference costs more than any tool subscription.

10 December 20255 min