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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Beautiful brand books vs. usable brand systems
Organizations think they have to choose between a beautiful brand book and a practical documentation system. They don’t. The best brand foundations combine both: polish for public-facing moments and living, editable systems for daily use.
Your brand personality can guide responses to online insults
When criticism shows up online, your brand voice matters more than ever. A clear personality helps you respond with confidence, civility, and consistency — even when the comments aren’t kind.
What Nonprofit Brands Need
For-profits trade in confidence; nonprofits trade in trust. Understanding that difference changes how brands should communicate, measure success, and show credibility.
What we mean by “Brand & Communication Foundations”
Logos, colors, and fonts are a start, but real alignment comes from shared foundations. Here’s how brand and communication foundations help teams make consistent decisions, reduce friction, and keep communications aligned as organizations grow.
Brand & Communication Foundations checklist
A practical checklist of what a complete brand book should include—covering both visual and verbal foundations—plus why each piece matters for alignment, clarity, and long-term momentum.
When the brand bomb drops
A “brand bomb” goes off when something looks fine but doesn’t feel right. Defining brand personality changes everything from design decisions to how an organization shows up in the world.
When everything matches but nothing connects
If everything matches but nothing connects, you’re not looking at strategy — you’re looking at coordination. This piece explores why “looking strategic” isn’t the same as having a strategy and how clarity gives tactics real meaning.
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.
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.