Reading
Perspectives on brand strategy, identity craft, and the principles that shape enduring work.
- AI Brand Case Studies
Anthropic's Quiet Authority: What Safe AI Looks Like When Designed by Geist
How Anthropic and Portland studio Geist spent two and a half years building a brand identity rooted in warmth, restraint, and trust. The strategic thinking behind Claude's name, the warm orange, and the Keep Thinking campaign.
16.04.2026 - Visual Identity
Healthtech Has a Brand Problem, and It Looks Like Every Other Healthtech
Why every healthtech website looks the same, what the blue-white monoculture costs in investors, patients, and talent, and the companies proving that looking different is not looking unserious.
16.04.2026 - AI Brand Case Studies
Mistral's Pixel M and Cohere's Voronoi Cells: The New Visual Grammar of AI
A comparative analysis of two AI brands that refused industry convention. How Mistral's hidden cat and Cohere's biological cell motif created distinctive identities in a sea of sameness.
16.04.2026 - AI Brand Case Studies
OpenAI's First Rebrand: When the Most Powerful Tech Company Finally Looked Like One
An analysis of OpenAI's 2025 rebrand by Veit Moeller and ABC Dinamo. How the imperfect O, custom typeface, and institutional design signal a company that has stopped thinking like a startup.
16.04.2026