Field notes on branding, AI-first development and the messy middle where the two meet. Written by the people doing the work.
Demos are easy. Production is where AI gets humbling. Here’s the unglamorous checklist — evals, guardrails, fallbacks — that keeps an AI feature useful once real people start poking at it.
Why the best identities are systems that make the next 100 choices for you — long after the launch deck is closed.
branding5 minHow we ship something real every single week — brand and product, together, without the 80-page deck.
process6 minChunking, freshness and grounding — the unsexy decisions that make retrieval actually work in the wild.
ai-first7 minA repeatable way to land a name that earns its keep instead of just sounding nice in the room.
branding4 minWhat happened when we stopped planning quarters and started shipping weeks — and never looked back.
process6 minHow we turn “it feels better” into a number we can actually ship against — and defend.
ai-first7 minStructure your system once so the next brand refresh is a find-and-replace, not a rewrite.
building5 minA week-by-week look at how a brand goes from kickoff to launch in 42 days.
process8 minThe boring, durable choices we reach for when we’re building something meant to last.
building6 min