Thinking, writing, and frameworks from the studio.

Articles on brand strategy, naming, engineering, and the craft of running a design and technology studio. Updated monthly.

November 18, 2025Brand Strategy

Building Brands from Within

Why internal brand alignment comes before external campaigns, and the frameworks we use to operationalize a brand inside a growing company — including a 5-question alignment audit we run with every founding team.

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October 7, 2025Naming

How to Choose a Brand Name That Lasts

A practical guide to naming — covering linguistics, trademark strategy, domain availability, and the most common mistakes we see founders make when picking a name they'll have to live with for the next decade.

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September 12, 2025Engineering

Why We Default to Next.js for Brand Sites

A technical breakdown of why we picked Next.js as our default for marketing sites and brand platforms — covering performance budgets, content modeling, and the tradeoffs versus WordPress and Astro.

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