Thinking out loud, occasionally.
Writing on brand, design and the commercial thinking underneath it. We publish when we've got something worth saying rather than to a content calendar, which means less of it and more in each one.
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Recent work
New case studies land here as they go live.
- 26—01 Kuoni Rolling out a brand across every touchpoint Supporting the rollout and execution of Kuoni's new brand, holding it steady across retail, campaign, print and digital as it moved from concept into everyday use.
- 26—02 HPS A brand for the world's lightest e-bike drive Brand identity for the WattAssist propulsion system, built to carry the precision of its Formula 1 engineering without shouting about it.
- 25—04 Xped Global Rugged adventure, refined hospitality A visual system and digital platform for high-end expedition travel, balancing immersive storytelling against navigation that stays out of the way.
From The Field
Coffee and timekeeping. Nothing to do with the day job, which is rather the point.
- 20 July 2026
coffee Caffeine is a pesticide. We drink it for pleasure. The coffee plant didn't evolve caffeine for us. It evolved it as a weapon, then discovered something more useful to do with it. The story runs from a beetle's nervous system to a bee's memory to your morning, and it's the same molecule doing the same thing at every step. - 20 July 2026
coffee Dark roast is a hiding place. Most people assume supermarket coffee is worse because the beans are cheaper. That is part of it, but the more interesting answer is that almost every decision in that supply chain, including the roast level, exists to solve a logistics problem rather than a flavour one. Once you can see which problem is being solved, the taste makes sense.