The latest news, ideas, projects, missives, and thoughts from Wildfire Studios
(Also known in laymans’ circles as a “blog”)
Your website should make you money
Your website should be so much more than a business card.
Kindling 44: Can a bad name hurt your company?
How to think about naming your company.
Kindling 43: What a good logo does
A good logo creates a bond between your brand and your audience, but only if it does these three things.
Kindling 42: Do the difficult thing
On the difficult things only your brand can do.
Kindling 41: You can’t skip practice
Practice is the game, and if your brand doesn’t show up, every single time, and practice in public, you’re going to lose.
Kindling 40: Substantially different
Substance without attention is irrelevant. Attention without substance is noise.
Kindling 39: Solidarity, not alignment
The hard part of a rebrand isn’t the execution. It’s getting everybody on the same page.
Kindling 38: Mistaken Identity Problems
On the branding and packaging problem AI has created for everybody.
Kindling 37: Logos, literally
How literal should your logo be?
Kindling 36: Shrinking Moats
Most brand exercises ask where you want to be in twenty years. A better question: what threats will shrink the moat around your brand in that time?
Studio Missive 35: The word is the logo
Why I do stylescapes differently, and how typography becomes the foundation for every brand
Studio Missive 34: Your brand is not your logo
A brand isn’t a logo. It’s a rhetorical device you use to persuade the public to see your organization as who it is.