Observations

We publish here when an observation holds up. Usually on brand, design, and the cultural moments around them.

Acquired Taste

What building an AI tool for brand development taught us about creative judgment—and whether it stays human.

Eurocoded

Observations on the visual identities and narratives of European tech brands

Vibeshift

Why it now matters for tech companies where they build, not just what they build.

Aesthetics of AI

Observations on the Visual Identities of Standout AI Brands

Challenger Brand Framework

Understand how successful challenger brands stand out — and what it needs to build the next one.

Tapping into Longevity Supplement Brands

Dive into the visual landscape of longevity supplement brands and learn from our industry insights.

Decoding next-gen Cycling Brands

Dive into the landscape of cycling brands and learn from our industry insights.

Decoding next‑gen Fragrance Brands

Dive into the landscape of fragrance brands and learn from our industry insights.

Decoding next‑gen Running Brands

Dive into the landscape of running brands and learn from our industry insights.

All the Fashion Brands betting on Memberships

Will you join the club?

Not another meh-mbership

How to design membership programs that stand out