How to Write a Creative Brief That Saves Everyone Time
A creative brief is a business document, not a design document. Here are the six things it needs, what to leave out, and why you are the only person qualified to write it.
Santa Fe, NM
I live and work in Santa Fe, NM. Here are some projects for local business in Santa Fe and the surrounding areas.
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What Makes a Santa Fe Brand Look Like Santa Fe (Without the Cliches)
Turquoise, sunsets, and kokopelli are not Santa Fe — they are the souvenir version. Here is what actually makes a brand read as deeply local instead of decorated.
What a Brand Style Guide Should Actually Contain (and What’s Filler)
Most brand style guides are too long to be useful. Here are the five sections that earn their keep, the four that are usually filler, and a one-page version you can build today.
Why Your Logo Should Be the Last Thing You Design
Designing a logo before you've written a brand strategy is how small businesses end up paying for two rebrands. Here's the order that saves you the second lap.