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Read articleMost identities don't fail at launch — they fail in the third year, when the original team is gone and the rules get foggy.
Read articleAbove-the-fold is a tired phrase, but the underlying truth — that the first impression decides whether the rest gets read — is still doing the work.
Read articleNaming is the hardest cheap deliverable. A short, true-feeling name can outlast every other thing the studio makes.
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