Journal

Notes from the studio

Occasional writing on practice and process. We publish when we have something specific to say, which is not often.

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Designing for machine readers A growing share of the people who meet your brand will never see it. They will read a summary a model wrote. That is a design problem. Jul 2026
The brief is usually wrong Clients are excellent at describing symptoms and unreliable at diagnosing causes. The most valuable round of any project is the one spent finding out what the work actually is. May 2026