Field notes from the studio. Essays on subtraction, method, and the work of a brand.
The strategic answer is decided weeks before the visual one. Most rebrand briefs spend a hundred thousand dollars solving the wrong half of the equation.
A brand is 70% noise. We operate solely on the remaining 30%. Here is what that looked like for VLO Baseball, Canyon State, and Bazil — three briefs, one ratio.
The smallest piece of typography in the world is also the most underused. A period is a brand's "and I mean it." Most brands trail off. The ones that last close the sentence.
Observations that don't yet earn the weight of an essay. First note publishes with Issue 002.