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Quick Notes

Views on branding, design, technology and what’s next. A space for curiosity, fresh perspectives and creative thinking.

Recently shared

Elastic branding: consistency isn't uniformity

October 25, 2026

As brand assets multiply, elastic branding offers a way to keep identities recognisable while making teams and systems more adaptable.

What if MVP no longer stands for Minimum Viable Product?

October 24, 2026

A rethink of the minimum viable product, and why lovable, viable and usable experiences matter to the brands behind them.

Explore more notes

When branding becomes coded behaviour

Like people, brands can adapt their mood and behaviour. AI and real-time data are making that possible in new ways.

Designers are doing more. But should they do everything?

AI is expanding what designers can do, but understanding more disciplines isn't the same as mastering them. The real advantage may be knowing how to connect them.

Building a brand takes both sides

You can bring in expertise. The results depend on how you work together.

Design needs to look elsewhere

When everyone's studying the same references, how different can the results really be?

Your next customer might be an AI agent

As AI takes on a greater role in purchasing decisions, brands need to make their differentiation meaningful to both people and machines.

Make people feel something

The real risk isn't a negative reaction. It's no reaction at all.

Archive

Buddy

An ongoing project exploring how AI can become a more natural part of everyday life. My role spans UI and visual identity, creating a flexible system that can evolve as the product grows.

Atomik™

I recently launched a new identity and website for Atomik™, bringing together how the studio has evolved with where I want to take it next. Built with Webflow, it’s a better expression of my work, interests and approach.

Collaborations

Over the past few months, Atomik™ has been building new partnerships with people and teams around the world. More to come.

The danger of knowing your audience too well

Jaguar’s Type 01 puts the rebrand to the test

A few things that caught my attention in the D&AD Trend Report 2026

AI gives us more to explore. And more to get lost in.

What survives the gaze?

People can tell when you actually give a damn

Consensus is not a creative strategy

What happens when you take the logo away?

A website is only as good as the process behind it

Making is a way of thinking

A branding proposal is a conversation about value

A good brand can't hide a bad business

Your brand isn't your founder's mood board