The Journal.
Practical notes on brand identity and web design for growing businesses: how to brief a project, position a rebrand and keep a brand consistent.
Brand positioning for a rebrand: five decisions to make before design starts
The five positioning decisions that come before any logo work in a rebrand, with the question to ask and a one-sentence test for each.
25 September 2026
Brand and web are one project. Here is where the seam breaks.
Most brand investments fail in the handover between an identity agency and a web build. What changes when one team owns both.
4 September 2026
How to brief an identity project
The brief decides the outcome more than the moodboard does. What to write down before you talk to any studio, with a one-page brief template.
14 August 2026
Reading a competitor's brand without copying it
A method for mapping the visual territory in your category, comparing the actual values competitors use, and finding the gap worth owning.
24 July 2026
Designing a brand that scales past the first year
Why the strongest identities are built as flexible systems, and what to hand your team so the brand stays consistent without you.
3 July 2026Not ready to talk yet?
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5 signs your visual identity is costing you clients, and what to do about each one.
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