Journal
Opinions, process and the occasional confession from four studios. New essay every other Thursday.
Your brand guidelines are too long. Nobody reads page 74.
The longer the rulebook, the less your brand looks like itself. How we write guidelines people open on purpose.
6 articles
We rebuilt a bank in twelve weeks. Here’s what broke first.
A hard deadline, a cautious board and one very long spreadsheet. The schedule forced better decisions.
If your logo can’t move, it’s only half a logo.
Your brand lives on screens now. A still logo is a photo of a dancer.
Why we publish our prices (and why our competitors hate it).
Hiding prices wastes everyone’s week. Ours are on the website. Here’s the reasoning, and the maths.
How to write a brief that doesn’t need a meeting.
Short, specific, slightly uncomfortable to write. A template you can steal.
Typefaces that will still look good in 2035.
Trends in type age like milk. These are the choices we keep coming back to.
Four studios, three time zones, one group chat.
How Delhi hands over to London, London to Dubai and everyone to New York without losing the thread.
Got a missing pixel? Let’s find it.
Somewhere in here, one pixel is missing.
Move around. Click when you find the gap.