LOGBOOK
What we decided
and why.
This is not a blog of marketing tips — the internet is already full of those. It is the record of this studio's decisions: what broke, what we measured, what we changed our mind about halfway through.
We published our own site's metrics
Every agency talks about performance using the client's site. We decided to measure ours and leave the number in plain sight, including when it is not flattering.
Read the entry →17 MB of images became 1.2 MB — and what that means in sales
The seven images in our portfolio weighed 17 MB. The fix was not better compression: it was changing format and measuring fidelity instead of guessing at quality.
Read the entry →Seven demos in our portfolio were broken
Seven of the showroom's ten directions returned a 404 error. The reason fits in one line of code — and it is a trap any modern React project can have.
Read the entry →Why the "A" in our mark became a dot
The previous symbol was the letters M and A drawn in strokes. Typography is not a symbol. The new mark closes on the same gesture as the word.
Read the entry →The diagram that proved nothing
The cybersecurity demo had a global network drawn out — and completely still. A static infrastructure is the contradiction of the promise.
Read the entry →