Notes from the studio
A branding project is not a logo reveal. It is a sequence of decisions.
Most businesses know the outputs: a logo, colours, type and guidelines. Fewer understand the decisions that make those outputs useful. Here is what a serious branding process should actually involve.
Read →5 min readHow much does branding cost? You're pricing the wrong thing.
Ask what branding costs and you'll get a number between two thousand and two hundred thousand. The range is useless because price isn't the right question. The stake is.
Read →3 min readYour logo isn't your brand. It's the last five percent.
Everyone says your logo isn't your brand, then waves at feelings and vibes. Here's the part they skip: a logo can only be right or wrong for a decision you've already made.
Read →3 min readRebrand or refresh: it's a diagnosis, not a budget
Most businesses ask whether they can afford a rebrand or should settle for a refresh. Wrong question. The real one is what's actually broken.
Read →4 min read