Finally got a green light to take a client's logo down to its absolute bare essentials.
They were worried that a simple logo would look "cheap" or "easy."
I told them what I've learned over 28 years in this business: Complexity is often a shield.
Simplicity requires confidence. It says, "We don't need to shout. You know who we are."
The new mark is just font.
#DesignThinking #Branding #LessIsMore #GraphicDesign #Brainbox
One thing I didn't expect in Peru: The best ceviche I had wasn't from the ocean.
It was freshwater trout in Cusco.
Caught in the high Andes, prepared instantly. Zero "fishy" river taste, just clean and sharp with that Peruvian lime kick.
If you're ever in the Sacred Valley, don't skip the trout. It changes the whole equation. 🇵🇪
Back in the Los Angeles studio after a week in Peru. 🇵🇪
Spent time exploring Machu Picchu and Cusco. Looking at Incan stonework that has survived centuries of earthquakes really puts "building for the long term" into perspective.
Trying to bring that same durability and structural integrity to our digital projects this week. Less trend-chasing, more solid foundations.
#Travel #Photography #DesignInspiration #Peru #Architecture #LosAngeles
Deep diving into site architecture today. ðŸ§
Moving away from flat hierarchies and implementing a strict "Topic Cluster" strategy:
Services (Pillar)
Industries (Context)
Portfolio (Proof)
The goal is to avoid orphan pages and create a "semantic web" of internal links. If you aren't linking your Industry pages back to your Service pillars, you're leaking link equity.
How are you structuring your agency sites in 2025?
I launched my design agency in 1997.
Back then, "SEO" was stuffing keywords into meta tags and hoping Altavista noticed. The tools were tables and spacer.gifs.
Today, I'm auditing site architecture for semantic topic clusters and E-E-A-T signals.
The tech stack has completely changed in 28 years, but the core rule hasn't: Good design is clear communication, not just decoration.
#WebDesign #SEO #AgencyLife #WebDev #HistoryOfTheWeb #Brainbox