06/10/2026
THE BRIEF: “We need a new logo.”
Maybe.
But sometimes the logo isn’t actually the problem.
Maybe people don’t understand what you do. Maybe the positioning is unclear. Maybe the brand has grown in five different directions and nothing connects anymore.
Before designing the solution, figure out what actually needs fixing.
Diagnose first. Design second.
If something about your brand isn’t working, but you can’t quite put your finger on what it is, bring me the problem. We’ll figure out what actually needs fixing.