Notes from inside the category.
Writing on deep tech branding, websites, film and category definition. 17 posts.
Communication design is becoming a growth function
Why B2B and deep tech companies now treat communication as revenue infrastructure rather than a finishing layer, and where the money actually leaks.
3D industrial animation for deep tech companies
What industrial animation is for, when 3D is the wrong answer, what a CAD file gives a studio, and what makes a render accurate rather than impressive.
What deep tech branding needs at seed, Series A and Series B
What the brand and the website actually have to do at each stage, what is premature, and why the same work is right at one round and wasted at another.
How to choose a deep tech branding agency
What to actually evaluate, the tradeoffs between a generalist and a specialist, the questions worth asking, and the answers that should end a conversation.
What deep tech branding and websites cost
Why there is no price list, what you are actually buying, which decisions move the number most, and what makes a project cost more than it needed to.
How long a deep tech rebrand and website takes
The nine to sixteen week sequence, what happens in each block of weeks, what makes a project overrun, and what a client has to supply to hit the date.
Rebrand or refresh, and how to tell which you need
The three situations that justify a full rebrand, why most deep tech companies need a refresh instead, and how to build the internal case for either.
Webflow or a static build for a deep tech site
What actually decides between a visual builder and a coded site, where Webflow runs out, what a static build costs you, and which one ranks better.
Branding work under NDA and unannounced technology
Why an NDA is the normal first step in deep tech, how launch is sequenced against a disclosure calendar, and what to ask a studio before sharing a roadmap.
How deep tech communication wins investors, buyers and engineers
Excitement is not decoration in deep tech. It is the mechanism by which the right investors, buyers and engineers select themselves toward you.
Film production for deep tech companies
Why the SaaS video playbook breaks on hard technology, which format fits which mechanism, and how to tell a production vendor from a partner.
The state of deep tech branding
Capital stopped being the constraint, the category words stopped carrying information, and most deep tech brands still describe a sector, not a company.
The state of deep tech websites
Most of the decision now happens before anyone contacts you, the first reader is increasingly a machine, and deep tech sites are still built as brochures.
Strategic branding for deep tech companies
What brand strategy decides before anyone designs anything, why the generic version fails on hard technology, and the order the decisions have to be made in.
Strategic branding for robotics companies
The demo always works. What decides the purchase is integration cost, cycle time and payback, and most robotics brands are still selling the demo.
What a deep tech video agency does differently
Why a generalist video agency struggles with deep tech, what an engineer changes in a film, and the questions worth asking before you hire anyone.
How a deep tech explainer video actually gets made
The sequence from first call to delivered master, what happens at each stage, and where a deep tech film goes wrong in ways a SaaS film never does.