Brand Insights is the editorial channel where Inkbot Design publishes thinking that exists outside the service structure — commentary on significant rebrands, analysis of shifts in the B2B marketing landscape, observations on how artificial intelligence is changing the practice of brand strategy and visual identity, and the occasional opinion piece on what the industry is getting badly wrong.
The branding industry generates a lot of noise. Trend reports are written by trend analysts rather than by project executors. Opinions are shaped by what generates engagement rather than by what is true. Awards that reward visual novelty over strategic rigour.
Brand Insights is the counter to that — a space for the kind of thinking that develops when you have 17+ years of agency practice to draw on and no particular incentive to tell people what they want to hear.
Stuart Crawford writes from Belfast, where Inkbot Design has operated since its founding, and from client engagements across 21 countries. The perspective is always practitioner-first: what is actually happening in brand strategy, what is working, what is failing, and why.
If you want polished takes from someone who observes the industry from the outside, there are plenty of those available.
If you want the view from inside a working branding agency that has run strategy workshops, designed identity systems, and managed global rebrands in the same week, this is it.
Erik Spiekermann didn’t just design fonts; he engineered communication. For entrepreneurs, his work is a masterclass in removing friction. This guide explores his methodology, debunking design myths that cost businesses money, and provides a blueprint for typographic authority.
Raymond Loewy wasn’t just a designer; he was a master of the “Sales Curve.” This guide breaks down his MAYA principle and streamlining techniques, proving why his 20th-century logic is the only solution for the cluttered, over-designed digital markets of 2026.
Peter Saville didn’t just design record sleeves; he engineered the visual language of modern luxury. This guide breaks down his career—from Factory Records to the Burberry rebrand—and explains why his “calculated arrogance” is exactly what your SMB branding strategy is missing.
Stefan Sagmeister isn’t just a “famous graphic designer”; he is a master of cognitive friction. This guide dissects his career, his obsession with “Beauty,” and why his radical approach to typography and sabbaticals is a blueprint for modern business innovation.
Paula Scher isn’t just a designer; she is a visual strategist who redefined how we perceive typography. From the iconic Citibank logo to The Public Theater, this guide examines her “Serious Play” methodology and why her direct approach to branding remains the gold standard for modern business.
Neville Brody didn’t just design magazines; he dismantled the visual status quo. From The Face to global corporate identities, his work provides a blueprint for entrepreneurs who refuse to settle for generic, “safe” branding. Discover why his typographic rebellion still matters for your business in 2026.
David Carson didn’t just break the rules of graphic design; he set fire to the rulebook. From Ray Gun to Nike, his “grunge” aesthetic revolutionised how brands communicate. Discover why “chaos” is often a better business strategy than “clean” and how to apply his radical principles today.
Most modern branding is a sea of beige. April Greiman, the pioneer of “New Wave” design, provides the blueprint for breaking the grid without breaking your brand. Learn how her technical mastery of the early Macintosh and hybrid imagery can rescue your visual identity from mediocrity.
Most entrepreneurs confuse branding with decoration. Massimo Vignelli spent his career proving them wrong. From the NYC Subway to American Airlines, his systems-based approach offers a masterclass in building brands that outlast their founders and ignore passing trends.
Milton Glaser wasn’t just a designer; he was a master of cognitive connection. For SMBs, his work provides a blueprint for branding that survives market shifts. We reveal the technical mechanics of his genius and how to apply it to your business.
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