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Latest on the blog

Abstract digital illustration representing artificial intelligence, for the blog post on what AI can't brand
30/06/26
What AI can’t brand
The AI-generated brand isn’t a disaster. It’s a decoy.
Editorial photo illustrating authenticity, for the blog post 'Can we be real for a sec?'
30/05/25
Can we be real for a sec?
There's no stopping AI designs - but we've been discussing where it's best used... and left behind.
Product packaging on a retail shelf, illustrating shelf appeal as social proof
27/05/25
Shelf appeal is social proof
Why packaging design is your silent salesperson.
A pink flamingo, symbolising standing out through meaningful repetition in marketing
22/05/25
Why modern marketing is missing the magic of meaningful repetition
You’re Not Building a Brand. You’re Building a Ritual.
Editorial photo illustrating brand timing and desire, for 'The desire curve'
20/05/25
The desire curve: how brand timing triggers obsession
Launches don’t fail because they’re boring. They fail because they’re misaligned.
Illustration of a pink megaphone on a red background, symbolising a brand's voice
14/05/25
Is your brand a mirror or a megaphone?
The problem isn’t quality. It’s perspective.
Vogue magazine-style fashion imagery, illustrating a brand's own 'September issue' moment
25/03/25
Why every brand needs its own vogue September issue moment
Some brands exist. Others define the moment.
Beauty product imagery illustrating cult beauty brand appeal
18/03/25
How cult beauty brands hook you without screaming ‘buy me’
Because the best beauty brands don’t chase, they attract.
Editorial image illustrating brand tone of voice
28/02/25
Would Chanel ever use exclamation marks? A guide to tone of voice
Repeat after me: ‘tone of voice guides should underpin my entire brand’.
Beauty product photography illustrating the balance of science and desire in beauty branding
21/02/25
Science Meets Seduction: Why the Best Beauty Brands Balance Data and Desire
Data doesn’t matter if you don’t tell your consumers why—here’s how to do it.
Editorial image representing subculture style crossing into the mainstream
26/11/24
Harnessing subcultures for mainstream success
And the power of staying true to your roots.
Portrait photograph illustrating finding your own voice and tone in branding
10/09/24
Finding your voice: why tone matters more than you think
The Dos and Don’ts of Crafting a Killer Tone
Bold editorial image illustrating a brand standing out from the crowd
19/08/24
Stand out or stand aside: why bold brands win
Even science says so.
Screenshot illustrating emotional branding and audience connection
07/05/24
Emotional branding: connections that stick
Can we stop with the boring marketing campaigns?
A woman smiling in yellow-tinted sunglasses against a yellow background, illustrating the esteem effect on brand perception
07/05/24
The esteem effect: boosting your bottom line
Is your team hyped to work for you? Or is it just another job to them?
Stock photograph illustrating forward-looking design trends for brands
01/05/24
Future proofing your brand
So that you don’t fall victim to the 6 month trends.
A woman in red tights against a white background, illustrating a useful, purpose-led design aesthetic
20/04/24
The useful aesthetic: prioritising purpose
It’s not the 90’s. Being pretty isn’t enough anymore.
Screenshot illustrating brand storytelling and audience connection
09/03/24
Brand stories: the heartbeat of connection
Turning audiences into advocates.

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