How I Built the Design Alchemist Brand Identity (And What I’d Do Differently)
There is a particular pressure that comes with being a designer who has to design for themselves. This is the full story of how the…
Design AlchemistApril 4, 2026
How to Choose a Brand Archetype for Your Startup (Without the Fluffy Framework)
The archetype decision is one of the most commercially consequential in a brand strategy — and most founders either skip it or forget it by…
Design AlchemistApril 4, 2026
7 Signs Your Startup Brand Is Costing You Money
Most founders know their brand is a problem by feel — before the data confirms it. Here are the seven specific signs that your startup…
Design AlchemistApril 4, 2026
Brand System vs Brand Guidelines: What Founders Always Confuse
Every founder has received a brand guidelines PDF. Most have never used it past the first month. Brand guidelines describe the rules. A brand system…
Design AlchemistApril 4, 2026
Why Notion’s Rebrand Was Smarter Than Everyone Noticed
The design community debated Notion's 2022 rebrand on aesthetics. They missed the point entirely. Here's what the rebrand was actually doing — and what founders…
Design AlchemistApril 4, 2026
Your Startup’s Brand Identity Is Not a Logo. Here’s What It Actually Is.
Most founders brief a designer on a logo when what they need is a system. Brand identity design for startups is one of the most…
Design AlchemistApril 4, 2026
