Brand Eye
Branding & Art Direction
THE CHALLENGE
BlinkTwice founder Jack Bleakley needed to launch a strategic newsletter that made invisible brand strategy visible for founders. The competitive landscape was split: design blogs showing beautiful work with no strategic depth, or business publications offering dry analysis with generic visuals.
The positioning problem: How do you communicate analytical rigor while maintaining craft quality? How do you build a system that's systematic but not sterile, scalable but distinctive?
Services
Branding
Art Direction
Year
2026
THE Approach
I positioned Brand Eye as a strategic research lab—not a design showcase, not a corporate publication. The visual language needed to feel like active investigation: transparent overlays revealing hidden frameworks, labels certifying strategic analysis, materials suggesting hands-on research.
Core metaphor: Nutrition labels make invisible ingredients visible. Brand Eye labels make invisible strategy visible.
The tension is intentional: Digital precision meets workshop warmth. Investigation lab meets design studio.
THE Outcome
Launch: February 2026 with strong founder engagement audience immediately understood this was strategic analysis, not aesthetic showcase.
Positioning: Created uncontested space between design inspiration and business analysis. Founders now have tactical brand strategy that's both analytically rigorous and visually distinct.
Credits
Role: Visual Identity & Motion Direction
Studio: BlinkTwice
Collaboration: Jack Bleakley (Strategy), Emma Palem (Production)
