Shipping under pressure and launching on time
A reflection on finishing Elf Assembly under time pressure, making compromises, and deciding when the work was ready to launch.
Decisions, dead ends, and direction changes
A reflective look at the design process behind Elf Assembly, from early ideas and wrong turns to the decisions that shaped the final brand.
What’s in a name? Everything, actually.
Why choosing the right name for Elf Assembly mattered, and how that decision shaped the tone, credibility, and direction of the whole project.
No elf control | Designing a Christmas Brand
A reflective look at why I created Elf Assembly, the constraints I set, and how a fictional brand became a serious design exercise.
Sweating the details (or getting lost down the rabbit hole)
Much of logo design happens at a scale most people never see. This post reflects on judgement, craft, and the quiet decisions that shape strong marks.