This is where I write about what actually works. Not the sanitized, LinkedIn-approved version. The real stuff.

What makes brands stick when everyone else fades into beige wallpaper. What kills startups faster than bad design ever could. Why most design advice is just recycled Pinterest boards pretending to be strategy. Where to follow trends and where to ignore them completely.

No fluff. No jargon. Just what I've learned building brands for airlines, hospital robots, rock festivals, cryptocurrencies, and more startups than I can count.

If you're building something and you want your brand to actually matter, you're in the right place.