Journal

The last day of an identity project is not a file transfer. It is a folder, ten pages of rules and one phone call a month later. Here is what goes in each.

One decision-maker, feedback in writing the day before, and a meeting that ends in twenty-five minutes. How we keep design reviews short and decisions clear.

Four hundred families become one in four passes. We cut by constraint, set the client’s own words, test where it will look worst, and then stop looking.

Five items, seventy minutes and one page sent the day before. How we run the first meeting of a project, and what we leave off the agenda on purpose.

Forty hours a month is not forty hours of design. Here is where the time actually goes, what a retainer does not cover, and how to tell it is working.