Building HTML email that survives Outlook
Outlook for Windows renders your email with the Word engine. Treat that as the brief rather than fighting it, and most other email problems become manageable.
Notes from the work.
Practical pieces on brand systems, consistency and the details that quietly break, written by the people who do the work.
Three so far, newest first.
What a brand system actually includes
The word system means anything from a logo with two colours to a 200-page manual. Here is what should be in the folder, and what each piece does.
Why consistency beats a redesign
Before you pay for a rebrand, work out whether the thing that looks tired is the design or the discipline. Only one of them is fixed by new artwork.
The long versions are free ebooks.
The Startup Brand System Playbook
What to build first, what to skip, and how to keep it consistent as the team grows.
Download freeThe D2C Store Launch Checklist
From Shopify setup to marketplaces, payments, shipping and tracking, in the order you need them.
Download freeThe Tracking Setup Guide
GA4, Tag Manager and Meta Pixel with the Conversions API, set up correctly before you spend on ads.
Download freeNot sure where your brand stands?
The free brand audit gives you a written assessment of what is inconsistent and what to fix first, with no pitch attached.