The Locard principle in branding
Every contact leaves a trace. Not an impression – evidence. A forensic reading of what brands actually deposit in the minds they touch, and why volume alone builds nothing but noise
Creative Humility Insights of an international Creative Director
Working in luxury branding while driving a Dacia. Designing desire for others while deliberately choosing things that need no logo. This is not a contradiction. It is the distance I need to do the work well.
10 Methods for Constructing Visual Brand Expression
Methods have a bad reputation in the creative industry. They are seen as a crutch – a confession that inspiration has failed. The opposite is true. I used them from A Bola to Audi: ten tools for anyone stuck in a creative block who needs a precise way out.
Creative Director – Between Obsession and Mastery
A student promises total dedication. The master doubles the time. This essay explores why obsession alone slows mastery down and what creative directors can learn from a swordsmith who already knew.
When design doesn’t understand the world
Most international design failures aren’t technical. They’re intellectual. The quiet assumption that your own aesthetic logic is universal. That a clean layout reads as trustworthy everywhere, that a thumbs-up means approval, that white signals freshness. It doesn’t. This essay examines what cognitive science, anthropology, and the world’s most-used digital platforms reveal about designing across cultures and why humility, not methodology, is the designer’s most important tool.
The laboratory of freedom
Creativity is not a gift. It is a decision. But most creative environments punish the one thing that makes it possible: the willingness to not know yet. An essay on premature certainty, controlled randomness, and what a pencil sketch taught me about digital design.
Ego vs self-confidence as Creative Director
Ego and self-confidence have always been a topic in the design industry.
Everyone has an opinion on it.
Few talk about the moments where they got it wrong.
The difference is smaller than you think and larger than you hope.
Ego protects your idea. Self-confidence protects the best idea. Whoever had it.
Three stories from my own work where that distinction made all the difference.
An Anatomy of Taste
Taste is not a matter of opinion. It is a system. Built from biology, culture, class and training. And only at the very end: from the individual. An essay on what good taste actually is and why even refined judgment remains a trap.
The Human Brain Refuses to Be a Target Audience | Psychology, Design & Individual Perception
The human brain refuses to be a target audience.
I learned that not in a design studio. I learned it during my civil service — working with people living with schizophrenia, borderline disorder, and severe depression.
What I saw there became a design principle I’ve never been able to shake: behind every reaction is a history no dataset captures.
Manipulation Through Branding – Recognise it. Understand it. Break free from it.
Technology evolves exponentially, while human biology remains static. Christoph Gey dissects how modern branding and algorithmic design exploit this gap to bypass rational thought. By analyzing psychological mechanisms like cognitive dissonance, this essay reveals how manipulation targets the brain’s emotional systems. Learn to recognize these “invisible threads” and discover a counter-model for design and leadership that prioritizes genuine authority and independent thinking.
- The Locard principle in branding
- Creative Humility Insights of an international Creative Director
- 10 Methods for Constructing Visual Brand Expression
- Creative Director – Between Obsession and Mastery
- When design doesn’t understand the world
- The laboratory of freedom
- Ego vs self-confidence as Creative Director
- An Anatomy of Taste
- The Human Brain Refuses to Be a Target Audience | Psychology, Design & Individual Perception
- Manipulation Through Branding – Recognise it. Understand it. Break free from it.
