Notes from inside the studio

Marketing·12 August 2026·6 min read

Your paid social is teaching people to ignore you

Frequency caps are not a nice-to-have. Once the same creative has been served nine times, you are not buying attention any more — you are paying to train an audience to scroll past your brand on sight. Here is how we spot the turn, and what we rotate before it happens. Read the piece

Marketing·29 July 2026·5 min read

The three-second rule is mostly a lie

Everyone repeats it and almost nobody checks it. Retention curves do not fall off a cliff at three seconds — they fall off wherever the promise stops being paid. What actually predicts a hold is whether the first frame sets a question the next ten answer. Read the piece

Web Development·15 July 2026·8 min read

Your site is fast. Your first paint is not.

A 98 Lighthouse score and a site that feels sluggish are entirely compatible. Perceived speed is about what lands first and whether the layout stops moving, not the total. A walk through the four things we fix before touching bundle size. Read the piece

Web Development·2 July 2026·7 min read

Design systems die in the handoff

The tokens survive the first sprint and then somebody hardcodes a hex because the deadline is Friday. Six months on there are four greys and nobody knows which is right. Why systems rot at the seam between design and build, and what holds. Read the piece