What we’re thinking
Thoughtful writing about clarity, communication, and momentum
Our essays explore the real communication challenges organizations face — from internal confusion and shifting priorities to sponsorship strategy, accessibility, and trust. These ideas reflect how we work with clients every day.
If communications feel harder than they should, start here.
Some pieces are practical frameworks. Others are reflections drawn from client work. Start with what matches the challenge you’re facing now.
Getting clear on priorities
Building systems that last
Preparing for growth, funding, or change
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Or browse by topic: All / Accessibility / Branding / Communication / Design / Government / Nonprofits / OPTIC² / Planning / Strategy
One File, Many Formats
InDesign's Export Tagging panel has two fields: Tag and Class. Most designers know about the first one. The second is where single-source publishing lives — and it's almost always left blank. Here's what it does and when it's worth using.
What Your InDesign Paragraph Styles Are Actually Doing
Learn how InDesign paragraph styles affect PDF tags, reading order and screen reader accessibility, and how to set them up correctly from the start.
Accessibility Is a Design Skill, Not a Specialty
The compliance landscape around accessible documents is shifting fast. AI remediation is coming, but it won't save a poorly built file. And if you're already using paragraph styles correctly, you're most of the way there. Here's what designers and the people who hire them need to understand right now.
Accessibility is a strategic asset
Accessible communication builds trust, reduces friction, and helps your message reach more people. When accessibility is built into design from the start, it strengthens clarity, credibility, and long-term impact for nonprofits and public-facing organizations especially.
Does your brand disappear for 8% of your audience?
If 8% of your audience can’t see what makes your brand distinct, you have a strategy problem. This article explores how color blindness affects brand perception and why accessibility is a marker of clarity and competence.
Should my logo be accessible?
Your logo is often the first thing people encounter, but not everyone experiences it the same way. This article explains what logo accessibility really means, why it matters, and how inclusive design strengthens brand clarity everywhere.
Designing print materials everyone can read
Accessible print design isn’t just about compliance, it’s about clarity. This practical guide explains how thoughtful typography, contrast, and layout choices make print materials easier to read and more effective for everyone.
Make targeted communications inclusive
Targeted communication doesn’t have to exclude people. This article explores how jargon, acronyms, slang, and idioms can unintentionally create barriers and how to communicate clearly without losing focus or connection.
If this thinking resonates
Many of our clients start by reading one or two essays and recognizing a challenge they’ve been circling for a while. If you’d like help applying this thinking to your organization, we’d be glad to talk.