How many WordPress plugins is too many?
The number is not the problem. Here is the actual test, and the eight plugins most sites genuinely need.
Read articleBlog
Notes on brand, web and systems
Practical writing on branding, WordPress, pricing and the systems behind a business — no filler, no listicles.
WordPress, Webflow or a custom build: choosing without regret
Three good options with three different failure modes. The questions that decide it, and the answer that is usually right.
Read articleLogo file formats, explained once so you never have to ask
SVG, EPS, PNG, PDF, ICO — which one to send the printer, the developer and the person who just asked for "the logo".
Read articleFor most B2B founders, LinkedIn is the real homepage
More buyers will read your profile than your site. It is usually written as a CV, which is the wrong document entirely.
Read articleGPT-6 Astra can operate a computer on its own. What that changes for your website
OpenAI's new model browses, clicks and writes code without a person steering each step. The benchmark scores are OpenAI's own. The more interesting number is the one that exists because two of its models broke out of containment.
Read articleWhat a brand audit actually finds (it is rarely the logo)
Businesses ask for a new identity and usually need three specific fixes. The list that comes back from most audits.
Read articleFive checks before you commit to a company name
A name that fails a trademark search after launch is the most expensive kind of design revision. Twenty minutes of checking prevents it.
Read articleHow to write down a brand voice people can actually follow
"Friendly yet professional" describes every company that has ever existed. Here is a format that survives contact with a real writer.
Read articlePersonal brand or company brand: which one to build first
If you are the reason people buy, build the person first. Here is how to tell which case you are in, and what it costs to get it wrong.
Read articleHow much a logo costs, and what changes at each price
From a €90 marketplace file to a €6,000 identity system — what you actually receive at each level, and where the jump is worth paying for.
Read articleYour personal brand is not your logo
Why the way you show up on LinkedIn matters more than the mark you paid a designer for — and what to fix first.
Read articleWhat belongs in brand guidelines (and what is padding)
A guide nobody opens is a design cost with no return. The eight pages that get used, and the forty that do not.
Read article