NEWS & INSIGHTS

Perspectives on brand strategy, visual identity and the thinking behind the work. Written for founders and brand leaders who take these things seriously.

7 steps to building a clear and solid brand identity

Many brand projects start in the wrong place. Someone opens a design tool, sketches a logo, picks some colours, and wonders six months later why the result feels hollow.

What to expect when working with a brand identity studio

If you've never worked with a brand identity studio before, the process can feel opaque. What exactly happens? How long does it take? What will be asked of you, and when? These are fair questions. Here's an honest answer.

Evolution can be revolutionary

Many companies facing a rebrand assume they need to start over. Scrap everything. New name, new logo, new colours, clean slate. Often, that's not the answer.

Brand, branding, brand identity, visual identity. What's the difference?

Most founders use these words interchangeably. Most agencies let them. The result is briefs that solve the wrong problem, projects that miss the point, and brands that look good but don't work. Here's what each term actually means, and why the distinction matters.