How going it alone changes the way you work, and feel
Moving from an in-house design role to running my own consultancy has changed how I approach web projects, taking greater ownership from design through to launch.
Photoshop finally does what clients always thought it could…
I don’t often take much notice of the incremental updates to my design apps, even the ones which include big tool or workflow additions that I then find myself relying on heavily. Even when I do sit up and take note – as I did when Photoshop added the Generative Expand option – my enthusiasm […]
A floating head? Consistency in visual identity
A simple UK sign shows how inconsistent visual rules undermine clarity. A practical look at coherence in brand identity and design systems.
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.
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 is another path, one that holds its ground and lets the noise pass.
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.
