The journal.

Notes on process, craft and running a small studio — written by the four of us, and published only when we have something worth saying.

Featured

Process

Sep 18, 2026

Why every brand we make starts with one sentence

Before sketches, moodboards or colour, we write a single sentence the whole identity has to earn. Here is how we find it — and why we refuse to start without it.

Mara Lindqvist

Founder & Creative Director

(All) — Articles

Newest first

Craft

Aug 27, 2026

The case for fewer typefaces

5 min read

Studio

Jul 30, 2026

Designing in daylight: notes from the Lisbon studio

4 min read

Business

Jun 12, 2026

How we price identity projects (and why we publish it)

7 min read

Craft

May 21, 2026

Off-white is not one colour

5 min read

Process

Apr 9, 2026

What a good brief actually contains

6 min read

Studio

Mar 12, 2026

Naming a studio without a dictionary

4 min read

(—) Next step

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(—) Next step

Have a project in mind?

Start a project