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.
Designing the Multiverse: When Google Wore a Dust Jacket
What if Google launched in 1953—as a lavish leather‑bound encyclopedia set? This “multiverse” design experiment explores how shifting context changes brand perception, user experience, and emotional tone — and what modern designers can learn by looking back.
DesignNova: The Logo That Launched a Thousand Dreams
NASA’s sleek “worm” logo, with its curiously curved letterforms and striking red hue, was once retired in favour of the original “meatball” badge—only to be resurrected decades later by a new generation of space dreamers. But why did this minimalist marvel cause such debate? And what can designers learn from one of the boldest rebrands in government history?
Orbit30: The Unexpected Afterlife of a Textbook Graphic
What started as a flat technical diagram of the Great Lakes — created for a textbook in 1999 — somehow became my most enduring piece of work. A reflection on the quiet power of clear, humble design… and a rogue “Niagra.”
Designing the Revolution: How Zohran Mamdani’s Mayoral Campaign Turned Political Branding on Its Head
When New York Assemblymember Zohran Mamdani announced his run for mayor of New York City, it wasn’t just his politics that broke the mold — it was his design.
Rapid Reaction: Blues Strike the Right Note
The St. Louis Blues just dropped a rebrand for the 2025-26 NHL season that, frankly, feels like someone in the room finally said, “What if we stopped fixing what wasn’t broken?”
Rapid Reaction: Boston Rewinds the Tape — And Gets It Right
The Boston Bruins just made their long-overdue return to form — and this time, they brought the right kind of baggage from the ’80s with them.
Your Brand Guidelines Are Missing. Here’s Why That Matters.
Brand guidelines aren’t just for big companies. They’re what turn a logo into a system, and a system into a brand. Here’s why they’re the missing link in your marketing — and what to do if you never got them in the first place.
Orbit30: How I Stopped Worrying and Learned to Love the Scrum
We were a million bucks over budget, morale was shaky, and some of the designers had vanished behind Photoshop files and fake coffee cups. Enter the scrum. What happened next was one of the best leadership plays I’ve ever witnessed.
DesignNova: The Sonic Signal That Scaled — How Spotify’s Logo Became the Pulse of Digital Listening
Explore how Spotify’s logo transformed from a quirky emblem to a minimalist icon, embodying the brand’s journey and setting new standards in audio UX design.
Paint the Wall Red: Conjuring Creativity
What’s your red wall—and what would you do for a guaranteed 25% creativity boost?