AI content and the sameness problem
When everyone writes with the same models, everything drifts toward the same middle. Which is bad news for the internet and quietly…
Our Journals
Strategy, craft, and a few articles we just felt like writing. From our founder, team, and a few friends.
162 Articles
Brand guidelines nobody follows
Eighty-eight beautiful pages, opened approximately never. Guidelines fail when they're written as law instead of built as tools.
What October knows
The one month the whole culture agrees to decorate, tell stories, and play pretend. On borrowed permission, sideways light, and what the…
The case study you can’t publish
Our best work is behind glass. What that costs a portfolio, and what it teaches about how trust actually gets built.
Price is a story
A number tells a story before anyone reads a word of the proposal. Most firms let fear write it.
Editing is a kindness
Cutting someone's words feels like an act of violence. It's the opposite. On the editor as bodyguard for a person who isn't…
Nobody wants your newsletter (yet)
Before you optimize the popup, ask the harder question. Would anyone miss the thing you're asking them to subscribe to?
Your competitors are not your compass
The side-by-side audit feels like rigor. It's how categories turn into a fleet of ships copying each other's heading.
The cameras we keep reaching for
Canon when the day is chaos, Hasselblad when slowing down is the point. A gear piece about behavior, not specs.
The case for doing fewer things
Addition feels like progress and asks for no courage at all. A closing argument for subtraction, to end the season on.
In praise of the second draft
First drafts get all the romance. The second one does the work.
Forms of proof
Social proof has a hierarchy, and most brands camp out at the bottom of it. A field guide to evidence that doesn't…