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.
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, and why the logo only makes sense once the brand has woken up.