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Writing about branding, design, business and where they meet.

Quick notes

Elastic branding: consistency isn't uniformity

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?

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

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.

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Guides & knowledge

Brand architecture: making sense of your growing business

Growth brings new products, services and ambitions. But more brands don't necessarily make a stronger business. Sometimes they just make it harder to understand.

Brand audits: understanding what's working before changing anything

Before replacing the identity, changing the message or commissioning another website, understand what's working, what's not and why.

Brand guidelines: building a system people actually use

A good set of guidelines should make people more confident using a brand, not more dependent on the designers who created it.

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Branding in Dubai

Building a brand for Dubai doesn't mean speaking to everyone.

Dubai's audiences don't all share the same expectations. A recognisable brand can adapt without trying to be everything to everyone.

Does every business in Dubai need to look premium?

Premium has become a familiar visual language in Dubai. That doesn't make it the right positioning for every business.

Your brand doesn't end with the logo. Especially in Dubai.

A business can have a coherent identity and still feel like five different companies. What happens after the logo matters.