Brand practice guide
Practical guides to help you understand how a branding project unfolds, what to prepare, and what to expect.
Bringing local brands to national standards
Expanding nationwide is not about rebranding. This is a mindset and process that helps local businesses maintain their core essence while achieving national operational standards.
ProcessHow many revisions are enough
Iteration is the essence of design, but unlimited revisions are not professional. This article analyzes the boundaries that should exist in contracts and the correct mindset regarding feedback loops.
ProcessFast, cheap, good: choose only two
Every brand design project is influenced by the triangle of fast, cheap, and good. Understanding this beforehand helps you set the right expectations and make decisions you won't regret.
ProcessHaving many options to choose from is a trap
When the studio presents 5 options, you are paying for choice, not for a solution. A concept with reasoning is what is worth buying.
ProcessDesign brief discussing business objectives
A good design brief does not describe what you want to see. It describes the business problem that needs to be solved. This article highlights the difference and guides you on how to write a truly valuable brief.
ProcessDesigning a logo before strategy: why it needs to be redone
Creating a logo before having a brand strategy is the most common process mistake. This article explains why and what the correct approach looks like.
Special topicThe hidden costs of every new name: brand tax
Every time a new sub-brand or product line is added, the business incurs additional operational costs. This article decodes the cost mechanism and outlines 5 questions to answer before spending.
Special topicThe 5-level brand spectrum: a beautiful name that cannot be registered
A brand name should not only sound good. Understanding the 5 levels of brand naming helps business owners choose a name that is beautiful, protectable, and profitable in the long run.
GuideTen things to know before hiring a brand designer
Most disappointments with design stem from misaligned expectations from the start.