01/09/2026
We usually don’t start projects by designing logos.
Last week we ran a workshop with a new client to figure out what kind of brand they actually want to be.
How should it speak?
What should it feel like?
What does it believe?
What should it never become?
Over time, we’ve developed our own workshop methodology for exploring these questions in a fun and engaging way. More recently, we’ve started bringing AI into the process too.
Not to come up with the answers.
But to help us listen.
We use it to work through the conversations, find recurring ideas and contradictions, connect things said at different points, and turn a lot of messy human input into something we can actually design from.
The outcome helps us define the brand’s voice, but just as importantly, it gives us a direction for everything that follows.
How should this brand look?
What should it feel like to use?
What belongs — and what doesn’t?
By the time we start designing, we’re not staring at a blank canvas.
We have something to design from.
If you’re figuring out what your brand should become, we’d love to help.