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.
DesignNova: The Golden Arches — From Roadside Architecture to Global Icon
DesignNova is Orbit’s monthly series exploring the world’s most iconic design work — from logos and visual systems to packaging and environments. We unpack the strategy, craft, and cultural impact behind the visuals that shape our world.It Didn’t Start with a Logo The...
Rapid Reaction: Magic, Modernized — But That Logo Needs a Timeout
Orlando’s new visual identity blends nostalgia with polish — the uniforms are mostly a slam dunk, but the logo system? Let’s just say the spell wore off early.
The Boards Are Alive: How the NHL’s Digital Dasherboards Became Broadcast MVPs
What began as a distracting experiment has transformed into a dynamic, immersive element of the NHL viewing experience. Let’s explore how digital dasherboards went from eyesore to essential.
Rapid Reaction: It Has To Be Kerned™
Kraft Heinz’s latest summer campaign is a masterclass in lazy branding and sloppy execution. From egregious type crimes to amateur Photoshop, it’s the kind of work that makes seasoned creatives wince—and wonder how it ever got approved.
The Dispatch: Campaigns, Card Stock & Caesars, Oh My!
Summer 2026 starts now, a luxe mail delivery, and new stars light up the designverse.
That time I auditioned for Charlie Brown
In 2019, I auditioned for the role of Charlie Brown on a whim — not knowing that six years later, I’d be directing a full musical. Here’s the story of how one little part helped launch a bigger journey.
DesignNova: The $35 Icon That Transformed Global Branding
The Nike Swoosh is not just a logo. It’s a global symbol of ambition, momentum, and the modern myth of personal greatness.
Creative Survival: Why Art Directors Will Save Us All
In a world racing toward AI-everything, it turns out the most future-proof role in the creative industry might not be the one pushing pixels—but the one pushing vision. A week in, I’m finding out just how relevant the Art Director still is.
Rapid Reaction: Apple’s “a” Game Needs Work
You use the Notes app every day. But have you looked at it? Like really looked at it? Specifically, at that single-storey “a” that just… floats there like a misplaced doodle in an otherwise serious typeface. It’s time we talk about it.
Orbit30: Havin’ a Baby (2002)
Orbit30 takes a look back at standout creative work from the past 30+ years, with one that checks all the boxes: a retro baby shower invite I designed in 2002 for a very special client—my wife. It was playful, personal… and even picked up an award along the way.