Journal
Written by the team
Notes, essays, and case studies.
On AI, software architecture, and whatever we’re shipping.
- Aug 14, 2026 · Pricing · How we work
Why we publish every price
Not publishing lets the number depend on how badly you seem to need it. Here is what transparency costs us, what it is worth, and why regional pricing is not a discount.
Read article → - Jul 31, 2026 · Brand · Design
A logo is the easy part
A mark has to survive a favicon, a flyer, a shirt label and five seconds of animation. Brand consistency is worth 23–33% in revenue, and 95% of guidelines go unused.
Read article → - Jul 9, 2026 · AI · How we work
AI writes a lot of our code. Here’s exactly what that means for you.
42% of developer code is now AI-assisted and Google says 75% of its new code is generated. What that genuinely changes for a client — and the failure mode nobody advertises.
Read article → - Jun 17, 2026 · Automation · Operations
Your business runs on 87 apps. Half the licences are idle.
Small businesses average 87–152 SaaS tools and waste a fifth of the budget on ones nobody uses. The real cost is not the subscriptions — it is the person moving data between them.
Read article → - May 6, 2026 · Ownership · Websites
You probably don’t own your website
Leaving a website builder costs $5,000–$15,000 because you are not migrating, you are starting over. Three kinds of lock-in, and how to tell which one has you.
Read article → - Apr 8, 2026 · Performance · Websites
What one second actually costs you
Conversion falls from 3.05% at a one-second load to 0.41% at five. Half the mobile web still fails Core Web Vitals, which makes speed an advantage you can simply buy.
Read article → - Mar 12, 2026 · Search · AEO
Google now answers the question. What happens to your site?
AI Overviews appear on roughly half of all searches and cut clicks by up to 58%. The useful response is not more content — it is being quotable.
Read article →