Reflections from the studio

Motion done well doesn't dress up an interface, it explains it. It signals quality, guides attention and cuts friction before anyone reads a word. Gratuitous motion does the exact opposite, and it shows up in the conversion rate.

A printed catalogue no longer informs: no product sheet competes with a website. What it does is something else, and that something else is exactly what a brand needs on a sales table.

Eight hours, a room and the people who actually decide. What happens in a brand workshop, what comes out of it, and why it's the most profitable day of the whole project.

Almost no brief describes a problem: it describes a solution someone has already decided on. How we take the document apart in the first meeting to get to what actually needs solving.

When every campaign has to explain from scratch who you are, you're paying twice. What should be settled before the first euro goes into media.