Reflections from the studio

Dark mode, dimmed screens, lit signage: half the time a brand is seen on black. What we check so the system doesn't fall apart when the lights go out.

Publicado primero en LinkedIn: por qué seguimos empezando cada proyecto de marca explicando lo que un logo no puede hacer. Recogido aquí con algo más de contexto.

Every sector has one colour already taken and another nobody dares to use. Choosing well isn't choosing pretty: it's deciding who you want to be told apart from.

A brand illustration has to survive being drawn badly and still be recognisable. What we ask of an illustration system so it outlives whoever uses it next.

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.

Three-option presentations are dead in this studio. What a shared working session looks like, what it demands of each side, and why it produces better brands than the big reveal.