Air fryers and your brand name might have more in common than you think.

If you’ve ever tried to name a brand before, you know how hard it is. Lucky for you, I’m sharing my own personal framework that I use when I’m naming brands, to help me land on the best naming options again and again.

Danger! Don’t Be A Woman is a piece I wrote and shared on my Instagram in May 2024 in response to the ongoing crisis of femicide in Australia.

“More than a puffer”? More like... just a puffer. I’m unpacking why one of the most overused brand lines in marketing is actually hurting your message, and what to write instead if you want your audience to actually connect and care.

A deep dive into the incredibly nuanced world of colour psychology and the reasons you should never use it throughout your work.