Journal
Strategy
E-commerce
Process
Collective
SEO & AI
What we learn building brands and stores, written down. A new entry most weeks.
Every name on the page: why we credit everyone
Why every re.make case study names the people who made it: better work through ownership, honest portfolios, and clients who know who to call.
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October 2026 · Strategy
Small brand, serious site: what to build when you can't build everything
Small budgets fail when they are spread evenly. What to cut first, what never to cut, and why one great template beats five mediocre ones.
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October 2026 · E-commerce
Product photos sell items. Brand photos sell the label.
Lookbook images make people want the label. Product images make them click buy. Why you need both, and how to shoot them in a single day.
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September 2026 · Strategy
Naming a brand in 2026
A name now has to survive domains, handles, trademarks, pronunciation in every market, and how AI assistants parse it. How we choose one.
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September 2026 · SEO & AI
AI search is already recommending brands. Is it recommending yours?
Customers now ask ChatGPT and Perplexity for recommendations. What makes a brand quotable, and a checklist for getting into the answer.
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September 2026 · E-commerce
Lookbook first, checkout second
Editorial e-commerce works when imagery leads and the store follows. When to build a lookbook, when a plain grid wins, and how to keep the cart one click away.
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September 2026 · E-commerce
Selling without urgency theatre
Countdown timers convert this week and cost you next quarter. The honest small-batch mechanics that let considered brands sell calmly instead.
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September 2026 · Collective
We don't staff projects. We cast them.
Agencies staff projects from a resourcing sheet. We cast them for the brief. What that changes from the client's seat: who you talk to, and who is accountable.
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August 2026 · Process
From brief to live in four to six weeks: the actual timeline
Four to six weeks, brief to live. The week-by-week version, including the parts that are your job and the four things that actually make a timeline slip.
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August 2026 · Process
What AI-first actually means at a brand studio
Every studio says AI-first. Few say what changed. What we put in front of a model, what we refuse to, and what the speed does to your invoice.
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August 2026 · Strategy
Clients vs fans: the difference that decides your margins
Clients compare you on price. Fans queue for the drop. The mantra behind our name, unpacked into things you can actually change on your store.
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August 2026 · Strategy
Rebrand or refresh: how to tell what your brand actually needs
Most brands asking for a rebrand need something smaller, and a few asking for a new website need something much bigger. A field guide to telling the difference.
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