Insights
Guides, points of view and case studies from the studio: how we build brand systems, agents and platforms, what the standards actually ask for, and how we measure the result. Every guide cites the sources behind it.
The Xterra Edze journalUpdated
Lead storyConsumer health4 min read
Nine market teams were rebuilding the same brand by hand, and approved claims drifted between countries. We turned the brand into tokens, templates and a claims library, then added an agent that flags drift before a person reviews.
A consumer-health brand sold in nine markets
Read the case study : One consumer-health brand, nine markets, and no more redrawingCase studies
Anonymised engagements written as stories: what the client faced, the system we built, what we delivered and how success is measured.
All 3 case studies
A B2B software company
Sales engineers answered the same product questions on every call, and the answers drifted. We wrote the eval set first, then built an assistant that cites approved sources, refuses cleanly, and hands pricing and security questions to a person.
Measured by Answer accuracy on the eval set +2
A digital lending platform
Applicants were leaving at identity checks and disclosures, and nobody could say which step lost them. We made the Key Fact Statement a step of its own, rebuilt video KYC around clear instructions, and measured every step.
Measured by Onboarding completion +2
The standards ledger
The laws, standards and measures our guides track, in the order they took effect. Each line links to the guide that explains it and to the source that sets the date. Dates still to come are marked.
NIST releases the AI Risk Management Framework (AI RMF 1.0)
Explained inWhat an AI-native brand system is, and what it is not
The Digital Personal Data Protection Act, 2023 is enacted
Consent must be free, specific, informed, unconditional and unambiguous.
Explained inDPDP Act consent in practice: a field guide for marketing teamsReviewed 3 Oct 2026
WCAG 2.2 becomes a W3C Recommendation
Nine new success criteria; 4.1.1 Parsing is retired.
Explained inWCAG 2.2 for marketing sites: the nine new criteria, in plain termsReviewed 29 Sep 2026
INP replaces FID as a Core Web Vital
Responsiveness is judged on the interactions in a visit, not only the first.
Explained inCore Web Vitals for marketing sites: the three thresholds, and what moves themReviewed 28 Sep 2026
Sourceweb.dev (Google): Interaction to Next Paint becomes a Core Web Vital on March 12
Software Carbon Intensity is published as ISO/IEC 21031:2024
SCI = ((E × I) + M) per R becomes an international standard.
Explained inSoftware Carbon Intensity for web products: measure the rate, then lower it
SourceGreen Software Foundation: SCI — Software Carbon Intensity (adopted as ISO/IEC 21031:2024)
NIST publishes its Generative AI Profile (NIST AI 600-1)
A companion to the AI Risk Management Framework, with actions for generative AI.
Explained inDesigning agents people can trust: guardrails, approvals and a way back
The European Accessibility Act applies in the EU
Many consumer-facing products and services, e-commerce among them, must now be accessible.
Explained inWCAG 2.2 for marketing sites: the nine new criteria, in plain termsReviewed 29 Sep 2026
The Design Tokens Format Module reaches its first stable version
Version 2025.10: one file format for tokens across design and code tools.
Explained inWhat an AI-native brand system is, and what it is not
SourceDesign Tokens Community Group (W3C): Design Tokens Format Module 2025.10
The DPDP Rules, 2025 are published in the Official Gazette
The rules on the Data Protection Board apply the same day.
Explained inDPDP Act consent in practice: a field guide for marketing teamsReviewed 3 Oct 2026
SourceMinistry of Electronics and Information Technology: Digital Personal Data Protection Rules, 2025
Next month
The Consent Manager rule applies
Rule 4, one year after the Rules were published.
Explained inDPDP Act consent in practice: a field guide for marketing teamsReviewed 3 Oct 2026
SourceMinistry of Electronics and Information Technology: Digital Personal Data Protection Rules, 2025
In 7 months
Most obligations under the DPDP Rules apply
Notices, security safeguards, breach intimation, retention and children’s data, eighteen months after publication.
Explained inDPDP Act consent in practice: a field guide for marketing teamsReviewed 3 Oct 2026
SourceMinistry of Electronics and Information Technology: Digital Personal Data Protection Rules, 2025
Dates are as the cited source gives them; a month or a year means the source is no more precise. Dates still to come follow the published timetable and can move. When one does, the guide is reviewed and its review log says so.
The archive
Search every article and case study, or narrow the list by format, discipline and topic. Results update as you type.
Popular topics
An agent that can act is only as good as the limits around it. Seven design rules we use to keep agents useful, honest about what they do not know, and unable to do harm on their own.
Without a fixed set of questions and agreed answers, every change to a prompt or a model is a matter of opinion. How we build eval sets, grade them, and turn them into a release gate.
Not a logo generator and not a voice prompt. A brand whose rules are written down as data — tokens, templates, approved words and checks — so people and agents can produce on-brand work, and every decision stays with a person.
SCI turns a product’s carbon into a rate you can design against: ((E × I) + M) per R. What each term means for a website, how to choose the functional unit, and the changes that move the number.
A good brief describes the problem, not the solution; says what success looks like and how it will be measured; and is honest about budget, time and constraints. The sections we look for, the mistakes we see, and a template to copy.
Topic index
Each topic opens the archive filtered to it. The figure is how many pieces carry the tag.
The newsletter · Proof
Once a month, three to five things that changed in brand, technology and AI: what each one means for a programme you run, and the source behind it. Read in under five minutes, and never sent before you confirm.
Tell us what you’re building. We’ll answer straight.
01About 2 minutes
You get A reply from a lead, not a sales queue
02About 8 minutesMost useful
You get Options and a first scope after one call
03About 15 minutes
You get Receipt confirmed and a named bid lead
Every engagement starts with a written scope and a quote agreed before work begins. How each package is priced
