A brand system that still holds after the first year
What we keep, what we cut, and how a visual system stays recognizable once the product, the site, and the campaigns all start shipping.
Oct 12, 20267 min read
Amelia Chen
Blogs
Insights from the people doing the work.
Notes on brand systems, sites, writing, and the decisions that keep a company recognizable after it ships.
Writing for screens that have to convert
Copy that sounds like the brand and still moves someone from the first line to the next action, without padding the page.
Sep 4, 20266 min read
Jonah Hale
What we look for before we rebuild a site
Speed, structure, and the few decisions that decide whether a new site is worth the work, or whether the current one can be made to hold.
Aug 19, 20268 min read
Cassandra Lane, Jonah Hale
Social that sounds like the brand, not the feed
A posting system that stays culturally current without borrowing a voice the brand cannot carry on Monday morning.
Jul 28, 20265 min read
Amelia Chen
The quiet work of a design system teams actually use
Components, reviews, and the unglamorous rules that keep a product looking like one brand after the third squad joins.
Jun 9, 20269 min read
Cassandra Lane
Art direction that holds across every surface
How a single point of view ties the product, the site, and the campaign together so the brand does not reset every time the channel changes.
May 21, 20266 min read
Jonah Hale, Amelia Chen