Welcome to Trajectory.
Stories, ideas and inspiration from a design studio in motion — featuring brand thinking, campaign breakdowns, client work and the occasional personal detour.
You Don’t Develop Design Taste by Accident
Why experience alone isn’t enough — and how creative leaders build real judgment.
Creative Direction Is a Filter, Not a Faucet
Why the role isn’t to produce more ideas, but to shape better ones.
DesignNova: The Roundel That Organized a City
How London Underground proved that branding isn’t decoration. It’s infrastructure.
What a Good Design Job Posting Actually Looks Like
Stop hiring for everything. Start hiring for what matters.
The Unicorn Job Posting Isn’t the Problem
Why “we want everything” is actually a signal and how smart creatives learn to read between the lines.
Orbit30: The Day the Turkey Bucks Broke
When a spreadsheet error turns into a 24-hour scramble — and a masterclass in ownership.
Rapid Reaction: A Better Titans Uniform — Still the Wrong Team Wearing It
A long-overdue reset brings back one of football’s best colour stories… even if the execution doesn’t fully stick the landing.
Rapid Reaction: Sprite Finds Its Spark Again
A nostalgic reset that proves sometimes the smartest move forward is a step back to what made you iconic.
Rapid Reaction: Penguin Random House Lets Its Penguin Off the Leash
A smart rebrand that proves the best way to evolve an iconic logo isn’t to redesign it — it’s to give it something to do.
The MacBook Neo Isn’t for You — And That’s the Point
Why Apple’s cheapest laptop in years says more about ecosystem strategy than specs.