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Brand Strategy

you need what you need: why getting typecast is a real branding risk

getting typecast can be one of the biggest branding risks for design and architecture studios. a successful visual style can quickly become a cage, making clients see a studio as capable of only one kind of work. the answer isn't less branding, but more specific branding: an identity built around what the studio genuinely stands for, regardless of the look a particular project demands. when the brand reflects that truth, studios get briefed for their range, not just their sig

Noopur Pal

5 days ago3 min read

brand strategy vs. brand aesthetics: why clients confuse the two

clients rarely ask for a brand strategy. they ask for a new logo. but aesthetics are how a brand looks. strategy is what gives it direction and purpose. a better visual identity can improve perception, but without clear positioning, great design alone won't drive growth. strategy comes first. design brings it to life.

Noopur Pal

Jul 292 min read

accepting ways of seeing by john berger: as a digital creator

as marketers, we like calling ourselves storytellers and creatives. and we are. but our job is also to shape desire. that's why *ways of seeing* still feels so relevant. john berger's big idea was simple: images are never neutral. they're made to influence how we see, what we want and who we think we could become. swap oil paintings for instagram feeds and the psychology hasn't changed much. understanding that makes us better marketers and more thoughtful ones.

Pankaj Khanchandani

Jul 143 min read