01 —Thinking
Notes from the margin.
Essays, notes and process from the studio. What we noticed, what we got wrong, and what we’d do next time.
Featured · Essay · 6 min read
Clients don’t buy logos. So what are they buying?
A logo is the receipt, not the purchase. What clients invest in is an idea that makes them clearer, stronger and more valuable.
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EssayWhy strategy without imagination failsThe best plan in the world still has to be noticed.5 min readNoteWhat your website says before anyone reads itLayout, pace and white space are part of the message.3 min readProcessHow we run a Find workshopThree hours, one wall and the question nobody asked.7 min readEssayPremium compared to what?Why "make it look premium" is the start of a brief, not the brief.6 min readProcessChapters, not slidesWhy we tell every case study in five parts.4 min read
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