From the Desk
News &
Notes.
Working opinions on brand, marketing, and the tools we build with. Written in house, no ghostwriters, no committee.
Brand
Sep 1, 2026The Logo Is the Last Ten Percent
GUMost rebrands start with the logo, which is the last ten percent of the work. The other ninety percent is a strategy problem wearing a design costume.
Read →AI
Aug 25, 2026AI Made Production Cheap. Judgment Got Expensive.
GUCheap production did not make judgment less valuable. It moved the bottleneck from making things to knowing which things are worth making.
Read →Real Estate
Aug 18, 2026Every Project Looks the Same in a Rendering
GUEvery development deck looks the same at golden hour. That is a positioning problem the renderings are being asked to solve, and cannot.
Read →Got something worth talking about?