Writing

Brand is the humanisation of non-human things. And Humans are changing.
BrandAI1 November 2025

Brand is the humanisation of non-human things. And Humans are changing.

AI is changing both ends of the brand bridge — the non-human entity and the human it speaks to. That's the bigger shift.

Luke Kelly

AI has made brand more important, not less
BrandAI15 September 2025

AI has made brand more important, not less

When everyone can produce competent output, only the brands with genuine depth and character will be distinguishable.

Luke Kelly

Can a rebrand accelerate an acquisition?
BrandCase Study1 June 2025

Can a rebrand accelerate an acquisition?

ContentCal went from a £6.2m seed round to an Adobe acquisition in 18 months. Here's the role branding played.

Luke Kelly