Insights · Field notes
Design
Visual identity and conversion-focused design as argument — how surfaces build trust for founder-led brands, or quietly leak it.
Design 4 min
The cost of ugly
Poor design doesn't just look bad. It actively destroys trust.
Mar 30, 2026 Read →
Design 5 min
Design is argument
Every visual choice makes a claim. Most brands don't know what they're claiming.
Mar 30, 2026 Read →
Design 5 min
Simplicity is work
The hardest design skill is knowing what to remove.
Mar 30, 2026 Read →
Put it to work
From reading to a decision.
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