I was scrolling through my local community Facebook group this morning. (If you’ve never experienced the specific chaos of a local community Facebook group, I cannot recommend it highly enough as a source of completely unhinged entertainment.) Someone had posted venting about how local businesses don’t have websites anymore, and honestly, I had to put […]

I have a first class honours degree in fashion writing. I have a genuine, deeply-wired penchant for luxury. And the accessory I get stopped about more than anything else I have ever worn in my life is a $67 pair of daily prescription glasses. Doctors. Nurses. Seven-figure CEOs. Mums at the school gates. Strangers in […]

There’s a particular kind of discomfort that comes with wearing something that wasn’t made for you. Not painful, exactly. Not obviously wrong. Just… slightly off. Like you’re performing a version of yourself rather than just being her. That’s what I see happening constantly with brand design, and I want to talk about it properly. After […]

I stumbled across the term ‘tacit knowledge’ this week and I haven’t been able to stop thinking about it since. Tacit knowledge. Defined by philosopher Michael Polanyi in eight words; “We can know more than we can tell.” I read that and something in my chest just… settled. Like a word I’d been reaching for […]

My own brand started to feel like one of the mean girls at school. The kind where you’re just desperately hovering at the edge of the lunch table, hoping she’ll let you sit down today. Which is a wild thing to admit when you’ve spent a decade as a brand designer and strategist. But the […]