The brief is a hypothesis, not a specification.
Treating a client's initial ask as a fixed destination is the fastest path to work that technically meets the requirements and completely misses the point.
In defence of the typeface that everyone has stopped using.
Trends move in waves. The best reason to choose a typeface is almost never that it is currently fashionable.
What founders get wrong about design timelines.
Speed and quality are not always in conflict. But the places where they are in conflict are more important than most clients realise.
Moritz Keller — April 2025
How we decide when a logo is finished.
There is no objective moment when a mark is complete. But there are ways to know when you are close — and ways to know when you have gone too far.
Seline Bauer — March 2025
On designing for organisations in transition.
A rebrand during a period of organisational change is not a cosmetic exercise. It is a signal about where the company is going — and who is leading it there.
Moritz Keller — February 2025
The hidden cost of the approval process.
Most clients do not realise how much the structure of their feedback process shapes the quality of the final work.
Amara Diallo — January 2025
