Thinking out loud.

We built a beautiful motion system for a music app. Then we watched the handoff fall apart in production. A retro on the gap between the reel and the real thing.

Half the studios that come to us for a new identity don't need one. They need to say what they actually do. A fresh coat of paint on a locked door.

For two years we ran a weekly all-hands because that's what studios do. Then we asked what it was actually for. The answer was: not much.

A logo that looks inevitable is usually the one that took the longest. Here's the messy middle of the Vellum identity — the 39 versions nobody sees.