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You have a product, a vision and now it's time to launch. You know what direction you want to take and what you want your photoshoot to look like. So why should you hire a creative director and what the hell do they do? I'm betting that if you have created your own physical product or are selling a service, you're a creative person. Likely, if you're on my website, you have great aesthetic taste and you know what you want. So why would you need someone to step in and guide y

I could go on forever about why brand strategy matters more now than ever - I'll try my best not to ramble. Let's start by tackling the main problem the rise of AI has brought to brands: it's brought distrust. I don't think you expected me to say that. 'AI slop', 'increased competition' and 'overpopulated social media feeds' probably spring to mind. With that, you'd be correct, but it's distrust that's hurting brands the most. Looking into some of the statistics: 52% of consu

Some of the world's most premium brands actually have very simple logos: And the overlapping initials? Honestly, it's outdated. So what is the main attraction? It's not the logo. It's the world they build around it. They are masters at creating worlds you want to live in, and the key to that world is one of their very expensive products. They create the dream worlds through specific imagery, messaging and stories. When you see these brands, you know exactly what feeling they'

It can be hard to know when it's time to rebrand your lifestyle business, especially if you've paid for a brand identity in the past. But there's not one successful brand out there who hasn't rebranded in some way. I've changed my own brand fonts about ten times. There's a reason for this. You don't truly understand the nuances of your business until you're in it. And once you're in it, you're just getting better and better, increasing your knowledge and understanding your n

Surfing and business have more in common than you might think. I bought a new surfboard this weekend and it reminded me of something I often see when working on brands and business strategy: success is rarely about doing everything perfectly — it's about positioning, patience and knowing when to move. Here are five lessons surfing has taught me about business. 1 . If you’re flustered, you’ll f***k it. If you’re stressed, anxious & overthinking out in the water, your surfing

Wow - it has been a minute . And I apologise for the lack of blog posts. It's easy for these to sit on the back burner or get pushed down the to-do list when you don't just get AI to automate them! Today I wanted to talk about why you may be posting constantly, updating your website, putting out flyers and networking - all the good stuff - and not achieving any tangible results. We've all been there, spending hours on an Instagram post just for it to get 5 likes and 1 unfollo

Did you know that someone takes about 3 seconds to determine whether they'll purchase or contact you based on how your business presents...

Welcome to the Design Diaries - digital marketing advice for premium brands. Everyone knows that writing a blog is great for your...