Thoughts evolve˙and Ideas take shape˙
“Reflections, lessons, and creative insights from real projects.”
Every project teaches me something new; about brands, people, and process - this is where I share those learnings: the decisions behind the work, the questions that shaped it, and most importantly the thinking.
Whether you build or grow brands, I hope these stories help you see things differently.
When Brands Say No
Behind every brand rule is a moment of choice; follow the system or follow your instincts. This reflection unpacks how small decisions shape big impressions, and why a little flexibility can turn a “no” into something unforgettable! Enjoy the read!
The Power of a Brand Name
This is the story behind aTTain; a brand where identity, purpose, and sport meet. Discover how a single name captured the founder’s vision, the heart of Table Tennis, and a promise of connection and empowerment. A rare example of how thoughtful naming can turn vision into movement.
Building My Brand: Triple Think
After years of designing for others, I finally turned the lens inward to build my own brand. This post unpacks the creative and emotional process behind Triple Think - how I named it, designed it, and learned to trust the slow, imperfect path of building something authentic.
Finding a Brand USP
Tired of hearing “our USP is quality service”? Let’s fix that. In this blog, I explain what a Brand USP (Unique Selling Point) means and walk you through my simple three-filter method. Plus, download a free USP pdf worksheet to help sharpen your brand’s clarity, difference and focus.
From Story to Symbol
In this case study, I break down how I used a storytelling formula to define a brand identity. Learn how asking the right questions, crafting a compelling narrative, and visualising a brand’s journey can help you find a strong symbol. Plus, download my free storytelling roadmap to create your own brand story!
Logo Design to Paperclip!
This logo design journey began with research and ended with a real object - a paper clip. Follow the process behind the Mbula Gitau Advocates logo and see how thoughtful storytelling, design thinking, and 3D modeling turned an idea into a functional brand symbol.
Beyond Logo Design
Discover how Frame Blend Post’s logo turned into a headphone stand through creative research, 3D modeling, and design thinking. This project redefines branding by merging function with story; showing how design can go beyond visuals to create something purposeful, and deeply connected to a brand’s craft.
“When ideas meet intention - the real thinking begins.”