Pitch
Design pitch process is where most projects are quietly won or lost — long before any visual work begins. We’ve spent twenty years watching good briefs collapse under vague expectations, misaligned goals, and the false assumption that both sides are speaking the same language. Getting the design pitch process right isn’t a formality; it’s the actual work.
Want to invite us for a pitch? Why don’t you rather invite me for a coffee? See, it is supposed to be a love-love relationship, not love-hate to begin with.
It seems easiest for some clients to get ideas and not pay for them (or give small compensation for the trouble). But here is the thing: who can create something good without a serious discussion? It is like buying a lottery ticket. Meaning that a particular client will receive and select something where he is not even involved in the process.
Pitch is a bitch from the advertising world.
Even for advertising, this must be a bad start (even if they are used to it), but in the design world, the lottery aspect will stick with you for years to come. Are you sure this is a good way to do something new?
Let’s rather have a coffee or two. We will discuss the project, and we will get excited. It can become a great love story.
What the Design Pitch Process Gets Wrong by Default
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Art is Provocation: Raising Questions, without Giving Answers
Art is provocation — and that alone makes it fundamentally different from design. Where design resolves, art destabilises. We've spent two decades navigating that tension, and art is provocation precisely because it refuses the comfort of conclusions.
Every Comment Can Be Positive – How to Give Constructive Feedback to Designers
Constructive feedback for designers is one of the most underestimated skills in any creative collaboration. Get it wrong and you stall the work; get it right and the next version is better than anything you would have briefed. We've been on the receiving end of both kinds — and after 81 logos and 128 projects, we've learned to tell the difference.
Black and white
Black and white design is where we start every project — not as a stylistic preference, but as a structural test. If a mark, layout, or identity doesn't hold in two tones, it won't survive color, scale, or time. Black and white design is the first filter, and for us, it's often the only one that matters.
Do What You Don’t Know
Do what you don't know — this is the only instruction we've ever given ourselves that consistently produced something worth keeping. Doing what you know is maintenance; it sharpens the tool but never changes the hand that holds it. We've built 25 years of work, 128 projects, and every award worth mentioning by leaning into the thing we hadn't yet figured out how to do.
Trends burn bright, but they burn fast.
Trends burn fast — that's not a warning, it's a design principle we've worked from since 2004. Every identity we've built across 128 projects starts from the same question: what survives the cycle? Trends burn fast, but a mark built on meaning doesn't need a refresh every eighteen months.
The highest award for a designer: finished work, payment, and client bragging
Designer success metrics are rarely what the industry tells you they are. We've delivered 128 projects across two decades, and the measure that holds is deceptively simple: the work is out in the world, the payment landed, and the client is doing your marketing for you. Those three moments, in sequence, define whether a project actually succeeded.
What is a good design
Good design principles are easier to list than to apply — and most lists get it wrong. We've spent twenty years testing what actually holds under pressure: across 81 logos, 128 projects, and judging rooms where good design either survives scrutiny or quietly doesn't. What makes design work isn't a checklist. It's a set of decisions that age well, communicate without effort, and resist the urge to explain themselves.
The Importance of Emotional Intelligence
Emotional intelligence design is not a soft skill — it's the hardest discipline in visual communication. We've spent two decades building identities that don't just look right, they feel true. That gap between looking and feeling is where emotional intelligence design does its real work.