Blog
Notes from the bench
Short, practical writing on websites, identities and films, for founders who would rather ship than read. New posts most weeks.
All posts
Brand
A brand book is not a logo file
If your identity lives in one PNG, every vendor will reinvent it. Here is what a usable brand book contains, and what it can skip.
5 min read
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Video
The three second rule for short form video
Reels and Shorts are decided before the sound comes on. How we structure the first three seconds, and why CGI keeps winning for launches.
4 min read
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Web
Webflow, Framer or code: how we choose
Three ways to build a marketing site, and the questions we ask before picking one. Most founders need less engineering than they think.
6 min read
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Studio
One channel, one manager: how a creative bench works
Founders do not want to manage five freelancers. The model we use to give a startup a full creative team with a single point of contact.
5 min read
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