Notes on the craft.
Working thoughts on copywriting, branding, 3D and the business of being senior. The personal writing lives in Explorations.
3D Product Rendering vs AI: Why Brands Using AI Risk Losing Customer Trust
3D product rendering vs AI: reputable brands risk their customers' trust for a small saving on the advertising budget. What generative AI cannot keep the same.
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Why Splitting Your Creative Work Across Multiple Freelancers Costs More Than You Think
The hidden cost of splitting creative work across multiple freelancers, and why one multi-disciplinary creative partner gets you coherent work in fewer rounds.
Quick Commerce Packaging Design: Your Pack Has Half a Second on Blinkit
Packaging design for quick commerce is a different brief. On Blinkit your pack is a 200-pixel thumbnail, seen for half a second by someone scrolling one-handed.
Logo vs Brand Identity: Your Logo Alone Is Not Your Brand
Logo vs brand identity: founders spend three months on the logo, then wonder why the brand feels thin. The most visible decision, and the most overrated.
The Deck That Gets a D2C Brand Onto Shelves
Your Instagram does not follow you into the buyer's room. To get onto a quick-commerce app or into modern trade, a D2C brand needs a document built to sell, not to admire.
When a D2C Brand Actually Needs a Designer, and When Canva Is Fine
Half the time a young brand should not hire me. Spending on design you do not need yet is as wasteful as skimping where it matters. Here is the honest line between the two.
Your Brand Looks Like Five Different Brands, and Your Customer Notices
Open your website, your marketplace listing, your Instagram, your packaging, and your last ad side by side. For most D2C brands, five different companies show up. The fix is not more design.
What 3D Product Rendering Actually Is (and When to Use It)
3D product rendering builds your product in software and photographs it there. Here is what that involves, why it now looks like a photograph, and when a brand should reach for it.
What You're Actually Paying For When You Buy Copywriting
Two hundred words of pack copy can cost more than a two-thousand-word article, and should. The word count was never the product. Here is what the fee actually buys.
Brand Voice Is a Branding Job, Not a Writing Job
If your website, your brochure, and your ads sound like three different companies, the problem is not the writing. It is that nobody ever decided what the brand sounds like.
The maker behind the work
Carpentry, resin, paper-cutting, vocals and writing — Musings of a Material Girl. Where the eye and the patience come from, kept separate from the commercial work on purpose.
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