Insights & Musings
The Journal.
Our thoughts on branding, visual systems, and building digital platforms that build institutional trust.
Earlier posts5 of 6
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.
27 May 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.
30 April 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.
11 March 2026
Reading a competitor's brand without copying it
A method for mapping the visual territory in your category, and finding the gap worth owning.
5 February 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.
14 January 2026