Branding
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Know your competitors before you design your brand
You cannot stand out from something you have not looked at. How to research and analyse competitors so your brand design has a clear job to do.
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Choosing a colour palette for your brand: a step-by-step approach
Colour is often the first thing people recognise about a brand. Here is how to choose a palette that is distinctive, flexible and works everywhere you need it.
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Choosing typefaces for your brand: a practical guide
Type carries a brand’s voice before anyone reads a word. How to choose, pair and license fonts that work everywhere your brand appears.
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How to tell a brand story that builds loyalty
People remember stories far better than features. How to find the true story behind your product and tell it simply, everywhere.
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Why brand positioning matters, and how to define yours
Positioning is the decision about where you sit in someone’s mind. Get it right and every design choice gets easier. Skip it and you end up decorating.
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Your brand needs a mood board — here is how to make one
A mood board turns vague words like “premium” or “natural” into something everyone can see and agree on. How to build one that actually guides design.
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What AI changes about brand design — and what it does not
AI tools have changed how design work gets done. They have not changed what makes a brand good. A clear-eyed look at both.