Strategy, design, and technology that drive brand growth.
Prerendering does not make a site fast by itself. In the 2020 Web Almanac, Next.js pages hit good LCP on 23% of mobile loads and WordPress on 25%. The decision belongs to editing model and maintenance.
The five stages of a logo project as we run them: audit, constraints, sketch and reduction, testing at real size, and a documented file matrix. The handover document is the deliverable, not the drawing.
Google published Core Web Vitals in May 2020 with good thresholds of 2.5 seconds for LCP and 0.1 for CLS. Three changes move LCP on a real site: server response, render-blocking code and hero delivery.
A mark has to work at 16 pixels, in a single color, and be recognized before it is read. Meaning arrives through years of repetition, not through the drawing. What that means for the brief you write.
What the April and May 2020 data actually showed, and how a creative and technology team should respond: fixed costs before headcount, weekly cash, honest client conversations, and the work that held up.
Most project failures are set before the contract is signed. Three qualification questions — who signs off, what happens if the date moves, and what the client will do with the work after launch.
Founder dependency is a documentation problem before it is a leadership one. What to write down first, who should own each recurring outcome, and the standards that let a services company run without one person.
Profit and cash are different numbers, and only one pays salaries. How payment terms, deposits and milestone structure decide what a services company can take on, and what to change first.
Most briefs describe a deliverable and skip the problem behind it. Four questions surface the decision-maker, the metric, the real deadline driver and the system the work has to live inside.
A founder becomes the company's constraint when every craft decision still needs one signature. What the first senior hire is for, how to hand over a discipline, and how to tell the handover worked.
Hourly billing prices effort and leaves the outcome unowned. Fixed-scope pricing moves estimating risk to the side that controls it, and forces both parties to define done before work starts.
When buyers compare proposals on price alone, the answer is not to argue about value. It is to change what is being compared: qualify earlier, write scope that is not interchangeable, and decline the rest.