SHEET 09 / JOURNAL
Notes from a working studio.
What actually happens between a concept and a press sheet — written down while it is still fresh. No trend pieces. No predictions. The problems that turned up on the desk this month, and what we did about them.
LOG.02
It was finished four rounds ago
We asked an AI model to review one of the most successful logos in retail, did
exactly what it said, and sent the revisions back. Four rounds later it called the
mark finished, and admitted it had been all along. What those notes are worth, and
what to send your designer instead.
LOG.01
They arrive with the picture already made
Clients used to send a competitor's website and a colour they liked. Now they send
forty generated images, a name, and a deadline. The honest gap between an AI concept
and a brand you can print, ship and defend — and the pipeline that closes it.
TWO ENTRIES SO FAR. THE JOURNAL IS WRITTEN BETWEEN JOBS, NOT ON A SCHEDULE — NEW ENTRIES LAND WHEN THERE IS SOMETHING WORTH WRITING DOWN.