Here are some things I've been thinking about.

As off-duty life moved increasingly online, the U.S. Air Force wanted to give a new generation of Airmen a reason to reconnect in person. League Night turned an overlooked network of bowling centres into an opportunity to build community, using humour, behavioural insight, and bowling’s glorious lack of cool to bring people together.

A brand refresh can take months, but surprisingly little of that time is spent designing. Using the International School of Texas as an example, here’s what a three-month refresh actually looked like, from stakeholder surveys and a four-hour alignment workshop through design, approvals, guidelines, templates, and rollout.

Discover how a Brand Alignment Workshop helped Deloitte’s Emerging Market Opportunities team create a scalable brand identity built around growth, innovation, and strategic clarity. This case study explores the branding process from stakeholder alignment and brand strategy to identity design, showing how better questions led to a stronger, more adaptable brand system.

After several years of dormancy, the Seoul International Film Festival needed more than a new identity. It needed a brand built for the next decade. I developed a modular brand system that separated the enduring festival identity from each year’s campaign, allowing the brand to evolve without losing recognition. I then led an international creative team to extend the system across every audience touchpoint for the festival’s relaunch.

Nobody wakes up wanting a rebrand. They want more customers, clearer positioning, stronger differentiation, or a business that finally makes sense to the people they’re trying to reach. A rebrand is rarely the goal. It’s simply one of the tools that can help solve the real problem. The organizations that see the greatest success start by asking better business questions, not better design questions.