You've invested in the look, the logo, the colours, the website. But is your brand actually doing anything? Here's how to tell the difference between branding that looks good and branding that genuinely works for your business.

AI isn’t an effective system for logo creation, and we’re not saying that from fear, we’re saying it from experience. We’ve had clients upload our original logo concepts, variations, and refinements into AI systems before invoices were even settled, and we aren’t talking sketches or rough ideas, we’re talking final, strategic identity work. It’s uncomfortable to say, but it needs to be said, because this behaviour doesn’t just affect designers.