Notes from underground.
What we're finding in client work, what we're arguing about internally, and what we're still not sure of.
The brief is rarely the problem
What a client asks for and what a client needs are usually two different projects.
The induction handbook that became a brand platform
A forty-year-old document nobody had opened held the clearest articulation of the business we had seen.
Beyond the logo: what branding actually changes
Identity is the visible tenth. The other nine tenths are behaviour, decisions and systems.
What the night shift knew
The most accurate description of a company culture rarely comes from the leadership team.
Authenticity is a constraint, not a mood
If your positioning would survive being handed to a competitor, it was never really yours.
Notes from twelve discovery sessions
Patterns we noticed across a quarter of interviews, including the ones we got wrong.
Questions we've started asking instead
Six replacements for the standard workshop prompts that had stopped earning their place.
The next layer: why good brands keep digging
A mine is not exhausted after one discovery. Neither is an organisation.