01Thinking
Notes on brands, culture and space.
Written from the work, not around it.
Essay
A brand is not a logo. It is a place people decide to stay in.
Most brand budgets are spent on the parts a customer looks at, and almost none on the parts they stand inside. That is the wrong way round.
Note
Strategy is the part of the work nobody photographs.
The decisions that determine whether a campaign works are made long before anyone picks up a camera, and they never appear in the portfolio.
Field note
What Tehran teaches you about building brand worlds.
Working here removes several assumptions that brand practice elsewhere treats as free. Most of them turn out to be assumptions worth losing.