FROM THE DESK | ISSUE 002

FIELD NOTES | A LOGO IS NOT A BRAND.

Let’s clear something up: your logo isn’t your brand. It’s just the handshake.

A good logo might get your customers in the door, but a strong brand? That’s what makes them stay. That’s what turns a passing scroll into a saved post, a one-time customer into a loyal fan.

Because your brand isn’t just a mark. It’s how you speak. What you stand for. The way you show up. Visually, verbally & emotionally. It’s the vibe someone gets when they interact with you, and the feeling that sticks around after. So here’s the takeaway: If your logo is doing all the heavy lifting, you’ve got a brand problem.

Here’s 3 things you can do to identify if we’re talking about you:

1. Read your last 5 Instagram captions out loud. Would you actually say them, or are they just algorithm pleasers?

2. Ask someone outside your business to describe your brand. Does it match how you would describe it?

3. Audit your website. Sure, the logo might look great, but what about the rest? Does the copy sound like a real human or ChatGPT? Is the design helping tell your story, or just filling space? If someone lands on your homepage with no context — would they get you?

Design is the expression. Brand is the soul. You need both working together, and when they do, it’s a dang beautiful thing.

If your brand’s missing that spark, and you want us to weigh in, shoot us an email below.

FRESH OFF THE DESK | BLUE COLLAR GRIT, WITH COUNTRY CLUB FLAIR.

When Nick from Miramar Building Co. reached out, he had a clear vision: he wanted a brand that could move effortlessly between polished and practical — something that felt just as natural on a job site as it did pulling up to the country club.

The challenge? Striking the right balance between blue-collar grit and quiet confidence. Nothing loud. Nothing over designed. Just that timeless, dialed-in, effortless kind of cool.

We worked with Nick to build a brand identity that hits that exact note — honest, elevated, and built to last.

Take a closer look at the full project through the button below.

ON OUR RADAR | DIRT.

Rory here, selecting this weeks hit of inspo, entertainment and just all round good stuff. This is one that I’ve told countless friends about, and it’s a series called DIRT, by one of my favourite brands, Huckberry.

It’s basically part travel show, part food doc, part “Damn I wanna do that.” Each episode follows host Josh Rosen as he links up with local chefs and goes full send into whatever region he’s in — foraging, fishing, hunting, and cooking whatever they can pull from the land. Real hands-on, dirt-under-the-fingernails stuff.

From wild rice in Minnesota to oyster diving in New Orleans, to truffle hunting in Japan — it’s all shot beautifully and totally grounded. No gimmicks, just people who really know their place and their craft. If you’re into storytelling, slow food, or just want a break from the algorithm sludge, then this is for you.

I’ve linked one of the most recent ones to New Zealand below, so start there, then go watch ‘em all, then send me an email about how awesome it was.

That’s all folks. Thanks for being here, and for taking the time to read all the way through. We don’t take your attention for granted, and we’re glad to have a little space in your inbox each week.

Until next time, have a damn good week. See you next Monday.

Rory & Suz