Moss Studio | JournalEssays and field notes on brand systems, naming, typography and process — from the studio that writes them.https://moss-studio.vercel.appen-usWhat a brand system actually ishttps://moss-studio.vercel.app/blog/what-a-brand-system-actually-ishttps://moss-studio.vercel.app/blog/what-a-brand-system-actually-isA logo is an asset. A system is a set of decisions that hold up when nobody from the studio is in the room.Tue, 14 Jul 2026 00:00:00 GMTBrand StrategySystemsIdentityNaming is a strategy problem wearing a creative hathttps://moss-studio.vercel.app/blog/naming-is-a-strategy-problemhttps://moss-studio.vercel.app/blog/naming-is-a-strategy-problemThe shortlist is never the hard part. Agreeing what the name has to do is.Tue, 02 Jun 2026 00:00:00 GMTNamingPositioningBrand StrategyThe case for taking fewer projectshttps://moss-studio.vercel.app/blog/the-case-for-fewer-projectshttps://moss-studio.vercel.app/blog/the-case-for-fewer-projectsA small studio has one real advantage. Filling the calendar is how it gets thrown away.Fri, 08 May 2026 00:00:00 GMTStudioProcessType does most of the workhttps://moss-studio.vercel.app/blog/type-does-most-of-the-workhttps://moss-studio.vercel.app/blog/type-does-most-of-the-workPeople remember the shape of your words long before they remember the mark. Most identity budgets are spent the other way round.Sat, 11 Apr 2026 00:00:00 GMTTypographyIdentityRebrand or refine: how to tell which one you needhttps://moss-studio.vercel.app/blog/rebrand-or-refinehttps://moss-studio.vercel.app/blog/rebrand-or-refineMost companies asking for a rebrand need about a fifth of one. The trick is knowing which fifth.Tue, 03 Mar 2026 00:00:00 GMTRebrandingBrand StrategyDesign that survives the handoffhttps://moss-studio.vercel.app/blog/design-that-survives-handoffhttps://moss-studio.vercel.app/blog/design-that-survives-handoffThe work does not end at approval. It ends when someone who was not in the room ships it correctly.Tue, 27 Jan 2026 00:00:00 GMTDesign SystemsProductProcessColour is the last decision, not the firsthttps://moss-studio.vercel.app/blog/colour-is-the-last-decisionhttps://moss-studio.vercel.app/blog/colour-is-the-last-decisionPalettes chosen before the system exists end up decorating it. Palettes chosen after it end up carrying meaning.Tue, 09 Dec 2025 00:00:00 GMTColourIdentitySystems