Latest Thoughts
Notes on brand, web & design craft
Case studies, tips, and behind-the-scenes from a Miami design studio built on senior craft.
Brand Identity
Sep 2026
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6 min read
Why your logo is only the start of a brand identity
A distinctive logo puts a face on your business. The system beneath it — colour, typography, voice, and how they flex across touchpoints — is what makes that brand feel established everywhere it appears.
Adrian Fernandez
Founder & Senior Designer
Brand Strategy
2026
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5 min read
When we can becomes we shouldn't
On the line between what we're able to build and what we should — and why, when capability outruns judgement, both the craft and the client lose.
Adrian Fernandez
Founder & Senior Designer
AI & Design
2026
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6 min read
From mediocrity to mastery: unlocking AI image alchemy
How to move past generic AI output to work with real craft — prompt, palette, and process tips from a senior designer.
Adrian Fernandez
Founder & Senior Designer