Journal
Journal
Notes on brand, design and digital.
- 23 September 2026
A logo does not scale without vectors
A mark reading the same on a business card and on a sign is a decision that starts with the file format.
- 9 September 2026
Where is the line in product retouching?
Retouching is for correcting a product, not replacing it. The line is set by the moment the customer holds it.
- 26 August 2026
Building a catalogue in InDesign
In a hundred-page catalogue the time goes into corrections, not design. Parent pages, paragraph styles and data merge change that.
- 12 August 2026
Verification in AI-written copy
Language models write fluently and sound certain. In corporate copy the risk is not the tone but the unverified number.
- 29 July 2026
When product visualisation works, and when it does not
A rendered visual does not always replace a photograph. Which is right when?
- 15 July 2026
An AI campaign film: the real problem is character consistency
Producing one good frame is easy. Keeping the same character identical across ten scenes is the hard part.
- 1 July 2026
Showing up in AI answers
Where an answer replaces the search box, you need to be in the answer, not just the site. What does that take technically?
- 17 June 2026
Being found in local search
In searches with a city name, the winner tends to be the business with the most consistent information, not the best website.
- 3 June 2026
Title, description and H1: three different jobs
All three say what the page is, but in different places to different readers. Copying one into another wastes both.
- 20 May 2026
What a site audit looks like: a 209-page example
An audit is counting, not collecting impressions. Five measurements from a real corporate site and what they mean.
- 6 May 2026
Last click lies
The conversion count in an ad report does not tell you who created the conversion. The attribution problem and practical ways out.
- 22 April 2026
How many things can one ad say?
The more messages you add, the fewer are remembered. Building a hierarchy means choosing one and sacrificing the rest.
- 8 April 2026
Positioning or distinctiveness?
Two schools of marketing answer the same question in opposite ways. Which one should a small brand listen to?
