The Fifth Perspective
Brand strategy, creative direction, and the decisions that make or break how a business shows up. I write about brand identity, web design, working with clients, and running a creative business with ADHD. Some posts are practical. Some are personal. All of it comes from over a decade of doing the work.
No jargon, just real talk for creatives, founders and marketing leads tired of generic advice.
AI vs. Human Creativity: Why Design Still Needs People
AI can make logos and images in seconds, but speed is not strategy.
Why Every Creative Studio Needs a Dog: How Paloma Shapes Work at FifthHouse
Creative work is demanding. A good studio dog provides the small interruptions that break tension without derailing your flow.
Why ADHD Built the Career I Was Meant For
My ADHD story isn’t about limits. It’s about how I built a career, and a studio, around the way I think.
When to Work for (Almost) Free
The design world loves to tell you never to work for free. Sometimes low-budget projects are actually worth taking.
Burnout Prevention for People Who Love the Work
I used to make art as a hobby. Somewhere along the way, the thing that used to refuel me became the thing that drained me.
Scope Creep Is Just People-Pleasing in Disguise
Every creative has a scope creep story. The "quick favor" that turned into three weeks of unbilled work.
Stop Romanticizing ADHD. Start Building Systems for It.
There's a version of ADHD that gets celebrated online. The chaos that somehow becomes charming.
Too Much Creative Freedom Is a Bad Thing
The worst thing a client can say to me is "just do whatever you think is best." It's a setup for a project that goes sideways.
What You're Actually Paying for When You Commission an Illustration
When clients see an illustration invoice, they're often just seeing the final image. That finished file is the smallest part of what you're paying for.
Everyone's Wrong About the Cracker Barrel Rebrand (Well, Mostly)
Why the internet dragged their logo but missed what actually works. The internet lost its collective mind when Cracker Barrel unveiled their rebrand.
5 Mistakes That Weaken Your Brand Without You Noticing
Most brands do not fall apart in one dramatic moment.They weaken slowly.
Sometimes You Just Make It Blue.
At some point in your career, a client or manager will ask you to do something you disagree with.
What "Make It Pop" Really Means (And How to Give Better Feedback)
At some point in almost every project, someone says it. It's not bad feedback. It's just incomplete.
The Case for Continuous Brand Evolution
Most businesses treat their brand like a finished product. They invest in it once, and then leave it alone they can justify starting over.
How to Make Your Event Branding Unforgettable
Great events tell a story. And like any good story, your audience should walk away remembering how it made them feel.
Signs You've Outgrown DIY Branding (And Need a Creative Professional)
DIY branding isn't a failure. It's a starting point.
Brand Refresh vs. Full Rebrand
Not every brand needs to start from zero. Some just need a sharpened message, a refined palette, or an updated way of showing up.
How to Work with a Graphic Designer: 5 Things Clients Should Know
Most frustrating client-designer relationships share the same root cause: treating designers as execution resources instead of strategic partners. Here are five things that will help you get better work, faster timelines, and way less frustration.
What to Prepare Before Hiring a Creative Partner
Hiring a creative partner is exciting until it isn't. Everyone's frustrated and no one knows why.
Accessibility Basics for Non-Technical Leaders: What Matters, What's Misunderstood, and Where to Start
Accessibility conversations often get handed off to developers, and that's lazy leadership. You don't need to code to make sure your brand doesn't accidentally exclude people.
“You don't always have to know where you're going to get somewhere interesting.”
— Roxane Gay