FROM THE DESK | ISSUE 010

FIELD NOTES | When Creative Meets Strategy

You all have a Rory and Suz in your lives, right? One can’t stop rearranging furniture or coming up with big ideas about what they’re going to build next, and the other knows where the keys are, when the bills are due, and can tell you which drawer has batteries that actually work.

But when these two are in sync, cool shit happens, right? 

We’re not saying you have to marry your strategic partner to make magic happen, but if you’re a creative working with someone who’s more operationally minded (or vice versa), here’s what’s worked for us:

1. Get on the same tools.

   Your project management platform needs to work for both brains, not just one. We’ve tried them all (seriously, all of them). We landed on Notion because it’s clean, customizable, and creative-friendly without being chaotic.

2. Stay in your lane, but share the road.

   I write emails my way, even if Rory “wouldn’t say it like that,” and Rory pushes design concepts I might side-eye at first. Respecting lanes keeps things moving, but asking for a second opinion when you’re stuck? That’s just smart. 

3. Set each other up to win.

   Don’t just toss work over the fence with zero context. Communicate what’s done, what’s next, and what’s needed to keep momentum. It’s simple, but it’s the difference between smooth handoffs and endless backtracking (many people in corporate could benefit from this… let me tell ya!)

Creative and strategy isn’t about compromise. It’s about building a rhythm where both worlds make the work better, for each other and for the product.

I’m covering all of these nuances of being a non-creative in the creative world, and how it helps us deliver the best service and outcome that we can, over on Instagram. Click the button below to check out the latest instalment,

Suz.

FRESH OFF THE DESK | A peek into the Archive.

Over the years, we’ve designed a lot of marks. Some that made the final cut, and some that are personal favourites.

Every so often, we take the time to gather them all into a single spot on our site, The Archive. It’s a collection of logos and marks we’ve built over the years, from brand launches to one-off experiments, and we’re always adding to it.

If you’ve ever wanted a quick scroll through some of our past work—or you’re just curious about how we approach logo design, it’s worth a look.

ON OUR RADAR | Why we want to be like Buck.

In many circles, Buck Mason is a well-known brand. This isn’t some small, local gem I’ve “discovered.” But you’d be surprised how many times I’ve mentioned them and been met with blank stares. Which blows my mind, because Buck Mason is a masterclass in brand-building done right.

Now to someone who thinks as what we do here, as “just designing logos” this may seem like an odd choice. At first glance, there’s not a ton of “graphic design” in their branding, marketing or product. But as we’ve said before and we will say again, That’s. Not. All. a. Brand. Is.

They’ve nailed their positioning, their voice, and their universe of supporting elements. It’s not just about a good-looking logo (which in their case is a super simple wordmark). It’s the photography, videography, art direction, the tone of the copy, the way that everything they put into the world feels like an extension of the product itself. Every touchpoint, from a lookbook on the journal, to a product tag, feels cohesive, thoughtful, and intentional.

Here’s what we love about them:

• The identity that feels timeless, not trendy. Their visual system is clean and understated, but distinct enough to stand out in a saturated market.

• Media and copy that reinforce their story. Every headline, campaign image, and video feels like it’s part of the same conversation

• A brand universe you want to step into. From product design to packaging to their social media presence, nothing feels accidental.

This is why we run our broken record, over and over again. Branding isn’t just your logo. It’s the entire experience you create. The style, the messaging, the photography, the tone. It’s what makes a brand stick.

If you want to see how all these pieces can work together to build something memorable, Buck Mason’s a great place to start,

Rory.

That’s a wrap on Issue 010. Honestly, we’re a little stunned we’ve made it this far without missing a Monday (albeit with a couple of 6pm sends) or running out of things to say about fonts, file names, and things that we want to get our into the world.

What’s even better? The love and support we get from all of you. Every open, reply and share means more than we can say. You’re the reason this newsletter keeps rolling.

Here’s to 10 issues down and plenty more scribbles to come. Catch you next week, same desk, same inbox.

Rory & Suz