The Best and the Worst: A Tale of Two Company Cultures and What Yours Says About You.

by Kristen Carrasco | Apr 25, 2025 | Brand Strategy, Company Culture

There are workplaces that change your life. And then there are the ones that make you question humanity. I’ve worked in both. Let me start by saying this… the best wasn’t perfect, and the worst wasn’t always awful. Life rarely deals in absolutes. But in both...

Why You’re Seeing Em-Dashes Everywhere – and How to Hack That in Your Marketing Strategy

by Kristen Carrasco | Apr 15, 2025 | Ethical Marketing, Marketing Strategy, Social Media

You’ve been scrolling, reading, casually minding your business, and suddenly: em-dashes. Everywhere. They’re cropping up like mushrooms after a summer rain. You can’t unsee them. At first, it’s fun… like a little grammatical scavenger hunt. Then it’s annoying. And...

Why Your Company Values Don’t Matter to Your Customers (And What You Should Do Instead)

by Kristen Carrasco | Mar 29, 2025 | Brand Strategy, Company Culture, Messaging & Content

Let’s rip the Band-Aid off. Your business’s values? Your audience doesn’t care about them. Insert awkward silence here. Not really. Not in the way you probably think they do. Before jumping to conclusions, let me assure you I’m not saying values aren’t important. I’m...

Beyond the Logo: What Actually Makes Up a Brand Identity?

by Kristen Carrasco | Mar 13, 2025 | Brand Strategy, Visual Identity

Let’s get this out of the way: a brand is not just your logo. I repeat (gently, lovingly, but firmly): Your brand is not just your logo. It’s kind of like thinking a forest is just the trees. Brand identity is the full sensory environment and structural experience of...

Are You Using the Right Logo? A Breakdown of 8 Logo Types for Better Branding

by Kristen Carrasco | Mar 4, 2025 | Visual Identity

So, you’ve got a logo you love. It’s bold. Stylish. Feels just like your business. That should be enough… right? Not quite. Your logo is one of your brand’s hardest-working assets. But if you’ve only got one version of it, you’re leaving a lot of branding power on the...