Working thoughts on brand strategy, story, identity and the craft of building the whole thing.
You don't paint a brand on. You build it - by making a promise, keeping it, and letting the work do the talking.
A mark is a signature at the bottom of a promise. If the promise underneath is thin, no amount of kerning will save it.
Most rebrands don't come from a desire to look different. They come from a business that finally outgrew the shirt it started in.
Strategy in one room, design in another, photography in a third. That's how the story gets lost between rooms.