The Making of Normal
Diamonds, breakfast, rituals, bodies and phones: a look at the campaigns that moved beyond advertising and became part of culture.
The Colonialism of Taste
Taste feels personal. But who taught us what deserves to be considered beautiful, sophisticated or valuable? An essay on culture, prestige and power.
Brands Have the Problems They Deserve
A brand does not start having problems when consumers see them. They begin much earlier, in the decisions, structures and priorities that make them possible.
Good Taste Is Never Innocent
Good taste may feel personal, yet it is shaped by cultural codes we learn to recognize. An essay on how brands transform those signs into perceived value, belonging, and desire.
From Being Found to Being Understood: Reputation, SEO, and LLMO in the Age of Artificial Intelligence
A digital footprint no longer determines only whether a brand appears. It also influences how people and artificial intelligence systems interpret who it is, what it knows, and why it should be considered trustworthy.
The Hidden Cost of a Brand No One Wants to Work For
A company posts a job opening. After weeks of reviewing résumés, conducting interviews, and negotiating terms, they finally find the right candidate. The offer is accepted. The new hire never shows up on day one. They start over.
Garage Time
We love this story because it carries a promise. It reminds us that great companies once started small. Before corporate headquarters, investment rounds, and polished office spaces, there were improvised environments, limited resources, and people trying to figure out whether an idea had a future.
When Culture Changes Its Mood
Economists have interest rates, unemployment figures, inflation reports, and financial markets. The rest of us have far more peculiar theories. We look at nails. Hemlines. The way people dress. Fashion campaigns. The restaurants that suddenly become popular. The objects that seem to appear everywhere all at once.
Saturation Erodes Desire
We live in a time where almost everything is available all the time. Food, clothing, music, shows, inspiration, luxury, opinions, bodies, experiences. Never before have we had so much access — and yet desire has rarely felt this exhausted.
The Alphabet of Desire: Consumption, Symbols, and Invisible Colonization
We believe we desire freely. That what we like comes from within us, like a kind of personal intuition—almost natural. We choose a city, an aesthetic, a way of life, and assume that choice belongs to us. But desire doesn’t appear out of nowhere. It is learned.
The Price of Meaning
A few days ago, a robbery at the Louvre reminded us that value does not always lie in what something costs. Someone stole jewels, but what truly disappeared was the narrative that made them unique. We obsess over the shine, forgetting that nothing holds value on its own. Gold without a story is just metal. And luxury—like art or identity—only exists when it is sustained by narrative.
Gen Z officially has bad taste — and it’s brilliant
Ugly on purpose, sad on the feed, and spiritually glittery: welcome to the new aesthetic order.
Let’s face it. A new wave of aesthetic standards has taken over, and it’s not here to please your mom, your design professor, or even your inner minimalist.
What’s really holding your brand back — and it’s not your logo
Most brands that come to Capitol Circle don’t need a new logo.
They need clarity, coherence, and direction.
Yes, good design helps. But if what’s underneath is messy, disconnected, or half-baked, a rebrand will only give you prettier confusion.
Crafting the Visual Identity for UnBasic Lab®
When three talented women—Elisa, Sara, and Carolina—came together to create UnBasic Lab®, they envisioned more than just an image consulting studio. They dreamed of a space where women could embrace transformation, confidence, and self-expression. As the creative behind their brand’s visual identity, my role was to bring this vision to life through design.