JOURNAL
Notes from the work.
What we've learned building brands, sites and campaigns that have to earn their keep — written for the people who have to sign them off.
IDENTITY
Your logo has half a second. That's the whole brief.
A mark doesn't get studied — it gets glimpsed. Here's how we design for the half-second it actually gets, and why that changes every decision. READ → WEBSITESStop making your homepage a scavenger hunt
Most homepages hide the two things a visitor came for. A simple structural fix — one promise, one next step — usually outperforms a redesign. READ → CREATIVEWhere the eye actually goes (and why your CTA is invisible)
Reading an ad isn't a linear act. The eye lands, travels, and rests in a fairly predictable path — and most layouts fight that path instead of using it. READ → SOCIALA reel that gets views isn't the same as a reel that gets leads
Views are a vanity metric until the video routes somebody somewhere. The difference is usually the last three seconds, not the first three. READ → BRANDINGConsistency isn't a brand rule. It's the entire strategy.
Recognition compounds. Every time you look like yourself, you deposit; every time you don't, you spend. Most brands are quietly running a deficit. READ → PROCESSThe brief is the work. The design is just what's left.
Almost every project that goes badly went badly at the start. Here are the questions we ask before anyone opens a design tool. READ →NO POSTS IN THIS TOPIC YET
ADMIRATE — ADMIRATE — ADMIRATE — ADMIRATE — ADMIRATE — ADMIRATE —
The journey starts
with one click.
// LESS FLUFF — MORE LEADS. TELL US YOUR GOAL.