Thinking out loud, occasionally.

Writing on brand, design and the commercial thinking underneath it. We publish when we've got something worth saying rather than to a content calendar, which means less of it and more in each one.

25 July 2026

Practice Rebrand or refresh: which one do you actually need? Most people arrive at this question having already half-decided, usually for the cheaper option, and usually for the wrong reason. A refresh and a rebrand solve different problems, cost different amounts and carry different risks. Choosing the wrong one is more expensive than either, because you pay twice. Here is how to tell them apart. 6 min
21 July 2026

Money What a brand identity actually costs. Almost nobody in this industry publishes prices. The reasons given are that every project is different and that talking about money cheapens the work. The real reason is usually that a number is easy to compare and hard to argue with. Here is what a brand identity costs, what changes it, and what you are buying. 7 min
21 July 2026

Practice What a brand rollout actually involves. Rebrands are judged on the launch. They are decided in the eighteen months afterwards, when hundreds of people who weren't in the room have to apply the thing to work nobody anticipated. That part has a name, rollout, and almost nothing written about it. 6 min
20 July 2026

Practice What we let the machine do. Clients have started asking whether we use AI, usually in a slightly careful voice, as though the wrong answer costs them something. It is a fair question and it deserves a straight answer rather than a position. Here is where the tools genuinely help us, where they do nothing at all, and the one part of the work we will not hand over. 5 min

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