What we’re thinking about.

Notes from the studio on work, process, and creative problem-solving. No fluff, just ideas we wanted to share.

Your Brand Isn’t Boring. It’s Not Forgettable Either.

Mediocre design is louder than you think — and not in a good way. Here’s how to build a brand that people remember

There’s a quiet kind of brand that doesn’t shout in neon or rely on gimmicks to be seen. It doesn’t beg for attention with oversized fonts or blinding palettes. Instead, it knows who it is — and shows up with calm confidence. At first glance, it might seem plain. But the more you engage with it, the more it reveals: precision in spacing, restraint in tone, a certain clarity that cuts through the noise. In a world obsessed with standing out, this kind of brand stands apart. Not by trying to be something it’s not, but by doubling down on what it actually is. Every design decision is deliberate. Every element works in harmony. And without ever raising its voice, it leaves a lasting impression — not because it’s loud, but because it knows exactly what it’s saying.

The Magic of Microcopy John Langan, June 26, 2024

Not every word needs to be long to matter. Sometimes, it is the tiniest bits of text — a button label, a confirmation message, a tooltip — that shape the entire tone of a product. Microcopy lives in the quiet corners of the interface, but its voice echoes everywhere. It anticipates questions, calms nerves, celebrates moments, and makes users feel understood. When it is done right, it builds trust faster than a paragraph ever could. In the smallest spaces, your brand gets its clearest voice.