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.

Stop Adding Sections — Start Adding Personality Marcus Delgado, July 3, 2024

So many websites feel the same: neatly stacked sections, generic icons, one-size-fits-all layouts. But a brand is more than a collection of components — it’s a feeling. Personality doesn’t come from structure alone; it comes from choices. How you name a button. The image you choose. The tone of your error message. When you stop relying on default templates and start speaking in your brand’s true voice, the entire experience shifts. Suddenly, your site doesn’t just function — it resonates.