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BRAND DRIFT

Field notes on brand identity in the age of AI.

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Identity DesignJul 2026

What a Logo Can't Do (And What Your Brand Actually Needs)

I designed my first logo in 2013. I was 18, I'd built a student community on Facebook, and I remember sitting there for hours moving a circle two pixels to the left, convinced that circle was the thing standing between me and success. I did not know what positioning was. I did not know what an audience was. I knew Photoshop, mild stubbornness, and how to make a circle look "professional."

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Identity DesignJul 2026

The 10-Second Rule: What Skeptical Rooms Teach You About First Impressions

Let's talk about the worst possible place to test whether your brand strategy actually works: a live room, in real time, in front of people who did not agree in advance to be nice to you.

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