/ Design Thinking
Brand strategy, unpacked. Perspectives from the studio on the work, the industry, and what actually moves the needle.
Real stories. Real insights. A collection of content crafted to inform, inspire, and spark decisions.
March 14, 2026
Architecture Firms Are Brilliant at Design. Most Are Invisible as Brands.
The most visually sophisticated professionals in any room are often working behind a brand identity that would embarrass the projects they built.
March 14, 2026
Architecture Firms Are Brilliant at Design. Most Are Invisible as Brands.
The most visually sophisticated professionals in any room are often working behind a brand identity that would embarrass the projects they built.
February 20, 2026
The Tasting Menu Principle: What F&B Brands Can Learn From Sequencing
The most intentional dining experiences are not designed around individual dishes. Neither are the most intentional brands.
February 20, 2026
The Tasting Menu Principle: What F&B Brands Can Learn From Sequencing
The most intentional dining experiences are not designed around individual dishes. Neither are the most intentional brands.
January 9, 2026
You Have a Name. That's Not a Brand.
Real estate developers are among the most sophisticated builders in the world, and most of them have a brand that does not come close to reflecting it.
January 9, 2026
You Have a Name. That's Not a Brand.
Real estate developers are among the most sophisticated builders in the world, and most of them have a brand that does not come close to reflecting it.
December 12, 2025
The $50M Lobby Problem: When Interiors Outpace Identity
The guest remembers everything about the room and almost nothing about the brand, and somewhere in the budget meeting, everyone agreed that was fine.
December 12, 2025
The $50M Lobby Problem: When Interiors Outpace Identity
The guest remembers everything about the room and almost nothing about the brand, and somewhere in the budget meeting, everyone agreed that was fine.
November 17, 2025
What AI-Generated Campaigns Reveal About the Brands Running Them
The most memorable hospitality brands built an identity so clear and so complete that marketing became almost beside the point.
November 17, 2025
What AI-Generated Campaigns Reveal About the Brands Running Them
The most memorable hospitality brands built an identity so clear and so complete that marketing became almost beside the point.
October 16, 2025
The Best Luxury Hotels Don't Try That Hard
The most memorable hospitality brands built an identity so clear and so complete that marketing became almost beside the point.
October 16, 2025
The Best Luxury Hotels Don't Try That Hard
The most memorable hospitality brands built an identity so clear and so complete that marketing became almost beside the point.
September 23, 2025
Why the Best Restaurant Concepts Were Designed Backwards
The founders who built something that lasted started with the world and worked back to the menu, and that sequence is not a detail.
September 23, 2025
Why the Best Restaurant Concepts Were Designed Backwards
The founders who built something that lasted started with the world and worked back to the menu, and that sequence is not a detail.
August 5, 2025
What the First 30 Days of a Brand Project Look Like in 2026
The timeline compressed. The thinking did not, and conflating the two is the most common mistake studios are making right now.
August 5, 2025
What the First 30 Days of a Brand Project Look Like in 2026
The timeline compressed. The thinking did not, and conflating the two is the most common mistake studios are making right now.
July 21, 2025
Why Your Building Has a Better Brand Than Your Business
Developers are used to spending millions on what a building looks like, almost nothing on what it means for the buyer.
July 21, 2025
Why Your Building Has a Better Brand Than Your Business
Developers are used to spending millions on what a building looks like, almost nothing on what it means for the buyer.
Whether you're launching your next big idea, repositioning your company, or ready to build a brand that stands out in your market, let's talk about what that looks like.
Elisabetta Fanelli
CEO & Founder at CreativeCo.
Whether you're launching your next big idea, repositioning your company, or ready to build a brand that stands out in your market, let's talk about what that looks like.
Elisabetta Fanelli
CEO & Founder at CreativeCo.
Whether you're launching your next big idea, repositioning your company, or ready to build a brand that stands out in your market, let's talk about what that looks like.
Elisabetta Fanelli
CEO & Founder at CreativeCo.