Insights

People often ask me what the most important rule in branding is. They expect me to say consistency. It’s probably the most repeated word in our industry, and for good reason. Consistency builds recognition, trust and familiarity. But I always tell the team that consistency is only valuable until it starts getting in the way […]

There comes a point in almost every logo project where the letters stop behaving like letters and start behaving like people. Lettters suddenly have too much attitude, others feels awkward for no obvious reason. We know how ridiculous that sounds, but after spending hours drawing, redrawing and adjusting letterforms, it’s impossible not to give them

AI can generate an image in seconds, write a script, produce a voice-over, build a storyboard and explore dozens of creative directions before a traditional process has completed its first presentation. It is easy to see this shift as a threat to creativity. We see it differently. AI has not made creativity less valuable. It

We love a beautiful logo. We are a branding agency, so naturally, we can spend far too much time discussing the shape of a letter or the space between two lines. But we also know that a logo can identify a company without creating a brand. A logo can tell people who is speaking. It