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The latest on the blog

AI in Design: Why I’m Choosing a More Human Approach

Before I get into this, I want to make one thing very clear: I won’t be using AI to design brands for my clients. My values as a designer lie firmly in design being human, thoughtful and created with intention. For me, the ideas, decisions, personality and craft behind a brand are just as important as the finished result. What I did want to experiment with was using AI to create design mockups....

Why you need a brand strategy and how to create one

What is a brand strategy? Before you choose your colours, fonts or start designing your website, you need to know what you're actually trying to communicate. That's where brand strategy comes in. A brand strategy is the thinking behind your brand. It gives you clarity around who you are, who you want to attract, what makes you different and how you want your business to be remembered. It's not...

How going back to my brand foundations made creating content easier

For a long time, content planning felt to me like something I should be better at. I had content pillars, lists of ideas, spreadsheets and plenty of things I could talk about, but I still found myself staring at a blank screen thinking, “What on earth am I going to post this week?” The problem wasn't that I didn't have enough ideas. If anything, I had too many. The problem was that I didn't feel...

Why every memorable brand needs a manifesto, and how to write your own

Your brand is more than a logo When people think about branding, they often jump straight to colours, typography or a new website. While those things are important, they're not where memorable brands begin. The strongest brands start with a belief, a point of view and a reason for existing that goes far beyond selling a product or service. As I've been refining the strategy behind Studio Lago...

The Anti-Beige Philosophy: Why the best brands dare to be different

What is Anti-Beige branding? The online world is noisier than ever. Every day we're told to follow the latest trend, use the same templates, copy what's already working and "play it safe". Before long, businesses start looking and sounding remarkably similar. That's where my Anti-Beige philosophy comes in. Anti-Beige isn't about being louder. It isn't about using bright colours for the sake of...

Why your brand is blending in and 5 ways to make it memorable

Have you ever looked at your brand and thought, something's missing? Maybe your visuals look nice, your website says all the right things, and you're posting consistently on social media. But despite all that effort, your brand still feels a bit "beige" and a bit forgettable. The truth is, memorable brands aren't built by shouting louder or following every new trend. They're built by uncovering...

Why your quirks are your competitive advantage

Stop trying to blend in In a world full of polished templates, AI-generated content and businesses that all seem to say the same thing, your greatest advantage isn't looking like everyone else. It's embracing what makes you different, what makes you "weird" and what ultimately will make you stand out. The businesses people remember are rarely the ones with the trendiest logo or the most...

How to Bring Personality to Your Brand Using Illustration

If your brand is starting to blend into the background, your first instinct might be to refresh your logo or colours. But often, it's the smaller details that make the biggest difference. Brand illustration is a powerful way to add personality, tell your story and create a more memorable experience without completely reinventing your brand. Why brand personality matters more than ever Today's...

Why a rebrand isn’t always the answer and what to do instead

A full rebrand is often the first thing business owners think they need when things start feeling off. If your messaging feels unclear, your website isn’t converting, or your brand no longer reflects where your business is today, it can feel like starting over is the only option. But in many cases, a full rebrand isn’t necessary. What you actually need is brand clarity, not a completely new...

Why your website isn’t converting visitors into enquiries

Your website should be working harder for your business If people are visiting your website but not getting in touch, it can be frustrating. Many business owners assume they need more traffic, when in reality the issue is often what happens once someone arrives on the site. A well-designed website should guide visitors towards taking action, whether that's booking a call, making an enquiry or...