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Understory

The thinking beneath the brand(s).

Strong brands are rarely built from one good idea – they’re created from the strategy, structure, inspiration, and a million tiny decisions working together underneath the surface.

Here’s where we talk about that.

un·​der·​sto·​ry:  the underlying layer of vegetation in a forest, existing between the taller, sun-blocking canopy and the forest floor

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Websites
Behind The Brand

When Squarespace Stops Being Enough - Why Designers Should Choose Webflow

In this post, I'm gonna break down why I recommend Squarespace to clients but chose Webflow for myself, plus the real talk about what it takes to make the transition.

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Websites

Website platform wars aren’t just stupid, they’re void of context.

I’ve been meaning to write out my thoughts on this for a long time, because it’s a conversation that I see people having online that I think is actually kinda……silly.

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Behind The Brand
Strategy

Two questions to ask yourself before hiring a designer

Here are a two questions to keep in mind as you’re making your designer shortlist or getting on consultation/discovery calls.

Posted In:
Positioning
Messaging
Strategy
The Power of Consistency: How Brand Cohesion Impacts Your Business

In this post, we're gonna dig into what a cohesive brand ecosystem looks like, how it functions, and how it helps you run the best business you can.

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Strategy
Positioning
Messaging
The Brand Ecosystem: A Fresh Approach to Building Memorable Businesses

When sales are slow (or non-existent) most entrepreneurs want to focus on creating MORE. Here's what you should do instead.

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Websites
Strategy
Template vs. Custom: Why Website Templates Are Holding You Back

Choosing a template over custom design may leave you further from your goals than you were previously. Here's why.

Categories

Switching Website Platforms: Expert Tips for a Smooth Migration

Categories

How to Use Your Values to Shape Your Brand’s Tone, Voice and Personality

Categories

Hot Take: I hate VIP days. Here's why.

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Websites
Behind The Brand
From Mockups to Launch: A Behind the Scenes look At our Squarespace and Webflow Development Process

Get a behind the scenes day-by-day look at how our one week development process works.

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Strategy
Brand Identity, Copywriting, or Website Design: Which to Invest in First

Brand Identity Design, Copywriting or Website Design - ready to invest but not sure which one you should tackle first? Here's your answer.

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Behind The Brand
Beyond Profits: Measuring What Really Matters in Your Business

Use the questions in this post to do routine audits for your business to make sure that your brand is in line with your overall vision and goals.

NEWSLETTER
The strategy, context, and behind-the-scenes dirt on brands that stick.

A weekly-ish newsletter for creative entrepreneurs and designers building brands that can survive/thrive outside the moodboard. Join 100+ readers for practical brand thinking, BTS reflections, and useful context from a human who’s built a bunch of them. F*bombs for flavor, obviously.