01 / BRANDING06 MIN
Why we chose this brand direction — and rejected the other three.
The thinking behind a visual decision, from the original problem to the final direction.
DECISION NOTESARCHIVE NOTE
05 / THE JOURNAL
Ideas worth
building on.
A visual journal of the things we learn while building brands — decisions, experiments, campaigns, content, mistakes and the reasoning behind the work.
BRAND / CREATIVE / GROWTHFIELD NOTES · 2026
THOUGHTS / TESTS / TACTICS
NOTES.
TB—05 / 2026
STRATEGY ✦ BRANDING ✦ CONTENT ✦ DIGITAL ✦ LESSONS ✦ STRATEGY ✦ BRANDING ✦ CONTENT ✦ DIGITAL ✦ LESSONS
Field
notes.
Not a feed. A working archive of ideas, experiments and decisions from inside the studio — built to share the thinking behind the work.
02 / BRANDING08 MIN
A logo is not a brand.
What we build around the mark people see first.
BRAND BUILDINGARCHIVE NOTE
03 / DIGITAL07 MIN
Before spending the first rupee on ads.
The groundwork that should happen before media spend.
PAID MEDIAARCHIVE NOTE
04 / DIGITAL05 MIN
What happens after the click.
Why the website has a job beyond looking good.
WEB / GROWTHARCHIVE NOTE
05 / LESSONS09 MIN
What a failed campaign taught us.
Find the signal. Change the next iteration.
FIELD NOTEARCHIVE NOTE
06 / CONTENT06 MIN
How one product becomes thirty stories.
A repeatable system for useful content.
CONTENT SYSTEMARCHIVE NOTE
Show the
thinking.
The strongest articles don't sound like textbook marketing. Tell the story. Show the problem. Explain the experiment. Share the decision. Then tell people what changed.
/
Ideas to
document.
01Brand decisions that changed after customer feedback↗
02Before & after: what changed when the website was rebuilt↗
03Campaign experiments: what we expected vs what happened↗
04How to build a content system around one product↗
05The questions we ask before designing a logo↗
FROM NOTE TO NEXT MOVE
HAVE A BRAND
PROBLEM?
If something in the journal sounds familiar, turn it into a useful brief. Tell us what is happening in the business and where you want the brand to move next.
START THE BRIEF ↗