When Information Becomes Identity
Most public information is designed to be read. The best information is designed to be remembered. Cities are full of directories, maps, plaques, and signage systems that serve a function but rarely leave an impression. They communicate information efficiently, yet often disappear into the...
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I Didn’t Build a GPT to Generate Ideas. I Built One to Kill Bad Ones.
Most creatives are using AI to generate more ideas. I built a custom GPT to do the opposite: challenge weak thinking before it becomes expensive work. But most creative projects don’t fail because there aren’t enough ideas. They fail because nobody kills the weak...
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Why Most Brand Positioning Fails Before Design Starts
Most branding projects don’t fail in design. They fail long before anyone opens Figma. The logo gets blamed. The website gets blamed. The color palette gets blamed. But those are usually symptoms. The real problem is that many companies start designing before they’ve decided...
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