Our Studio Morning Routine, Honestly

Nobody in the studio opens email before ten. It started as an experiment and turned into the one rule we never break.

Reading work aloud is the cheapest editing tool there is. Your ear catches rhythm problems that your eye skips over, especially in long sentences.

We try to write for one specific reader. When a paragraph confuses that imaginary person, it usually confuses everyone else too.

What we would do again

The finished piece rarely looks like the plan. That is fine; the plan was only there to get us started.

Reading work aloud is the cheapest editing tool there is. Your ear catches rhythm problems that your eye skips over, especially in long sentences.

Feedback lands better when it describes the effect rather than the fix. “I lost track here” is more useful than “move this paragraph”.

• Write the ending before the middle
• Cut the first paragraph and see if anything is lost
• Read it aloud once, slowly
• Sleep on it before you publish

Typography exists to honor content.

Robert Bringhurst, The Elements of Typographic Style

Constraints are underrated. A fixed word count, a single typeface, or a two-colour palette forces decisions that an open brief lets you postpone forever.

Every studio accumulates habits it never chose. Once a year we list them and ask whether each one still earns its place.