Journal
Thoughts, news and views from the Cubic team
Thoughts, news and views from the Cubic team
How can lighting brands lead?
What separates lighting brands that compete from those that lead? Our perspective on how lighting brands can dominate their category.
Strategy with a spine: why your brand should stop searching for meaning – and start choosing it
Meaning isn’t a hidden artefact waiting to be found. It’s a decision.
Be at your best: what a brand idea makes possible
A brand idea gives decisions a centre of gravity. Something to measure against. A way of knowing when things feel right, and when they don’t.
02 – Brand is commitment
Your brand doesn’t live in guidelines. It doesn’t live in layouts or touchpoints. It lives in your people – their decisions, instincts, pride and behaviours.
01 – Brand is meaning
Your brand. It’s a living, breathing narrative. A story that’s forever unfolding. A ripple in the world. But only if it matters.
From idea to reality: Putting concept brands to work
There’s always more than one way to answer a question posed by design. In many ways, that’s the beauty of it – endless possibility.
Catching Up With Oska Health
We sat down with co-founder Niklas Best to look back on the brand creation project that set Oska up for success.
Brand nudging: Why a rebrand might not be the answer
Here, we tackle a big question – “Should we rebrand?” – and argue why changing your brand from the ground up isn’t necessarily the right answer…
Filling brands with meaning
What is a brand? What makes them matter? Why do some work better than others? We think the answer’s pretty simple… Meaning.
What makes a great brand campaign?
Follow these steps for guaranteed campaign greatness.
Just what the doctor ordered: 5 steps for enhancing pharma brands
Is your pharma brand in need of a dose of freshness? Here's some tips to help you on your way.
In conversation: Street-style photographer, Alice Ashley
We sat down with Alice to talk about her style, what she loves about photography and her take on working on the It's in Nottingham refresh.