Established Seventy Seven Blog
Human powered | Paying more to be AI free
As AI takes over more of the creative process, a growing number of people are seeking out work that feels personal, intentional and human-made. This post explores whether “AI-Free” companies…
New Apple TV ident: was it really worth it?
Apple’s new Apple TV ident is a beautiful piece of design and a curious one. Built from real glass but almost indistinguishable from CGI, it raises questions about intention, value,…
Not always the real thing
Coca-Cola’s 2025 Christmas advert has already faced heavy criticism, and not without reason. The AI driven visuals feel oddly hollow, especially when compared with the warmth of earlier festive campaigns.…
Wake me up before you logo
Many brands rush straight to the logo, but the real work starts earlier. This post looks at why clarity around purpose, audience and personality creates stronger, more coherent identity design,…
Dumber than a barrel of crackers | A branding backlash
The Cracker Barrel controversy was more than a logo debate. It showed how easily public outrage can overpower thoughtful identity work, especially when brands panic. Jaguar’s recent rebrand proves there…
When your briefs are open | The wild west of design
Designers rely on clear briefs, but open projects can reveal surprising creative opportunities. This post explores how fewer guardrails can sometimes spark better ideas.
Opening salvo | An introduction to the Est.77 blog
A short welcome to my design journal, where I’ll share process notes, opinions, rebrand reviews and practical insights from studio projects.