A field guide to ugly first drafts

Polish is the enemy of progress. The moment a sketch looks finished, everyone in the room stops arguing with it — and the arguing is where the good ideas live.

Rule one: no colour for a week

We work in black, white and one highlighter for the first week of every identity. It forces the idea to carry the weight, not the palette.

Rule two: show it before you like it

If you wait until you’re proud of something to share it, you’ve already waited too long. We review work twice a day, on the wall, in whatever state it’s in.