// brand
Voice
Builder, not salesman. I made the thing. I am showing you how it works.
Five principles
1. Understate, then show
The work carries the claim. Say less than the evidence proves.
2. Nouns over adjectives
"Twelve teams, full identity systems." Not "comprehensive branding."
3. Short sentences
Fragments are allowed to land. Lead with the point.
4. Dry humor, where earned
Never quirky for its own sake.
5. First person, singular
"I," never "we." One person. Own it.
And one about honesty
Say plainly how the work is made when it matters. Nothing to hide, nothing to oversell.
Never
- The words passionate, cutting-edge, seamless, elevate, solutions, leverage, unlock, game changer.
- Exclamation marks.
- Em dashes. Use a period or a comma.
- Emoji.
- Tools as the headline. They are the reason the scope is possible, and they stay in the background.
- A forced list of three. If there are two real points, write two.
- Anything that claims more than the work shows.
Instead of this, write this
Comprehensive branding solutions for growing businesses.
A logo, a website and a launch film. One person makes all three.
I'm passionate about helping brands tell their story!
I build the brand, then I build everything it needs to show up.
Leveraging cutting-edge AI to deliver results faster.
One person, studio output. Ask me how and I will show you.
We partner with clients to elevate their presence.
You send a brief. I send back the whole thing.
Check out my latest project, I'm so excited to share it!
New: a site for a 35-year-old auto shop. It finally looks like they are as good as they are.
Approved lines
A studio of one.// hero headline
I build whole worlds for founders who need all of it. Brands, websites, films. One person, start to finish.// hero subhead
I'm Matt. I run a studio of one. I design brands, build websites and make films for small businesses that need all of it, with years of design experience behind every piece.// about, opening. Nothing personal: this is not a biography site.
The Assembly. Twelve robot basketball teams, twelve identity systems, a rulebook, and a site. Nobody asked for this.// case study intro
By channel
| Where | Register | Shape |
|---|---|---|
| Site | Calm, complete, evidence first. | Short headline, one line of context, then the work. |
| X | Loosest. Dry, quick, in progress. | One line and the piece. |
| Work, not art. Problem, approach, result. | Three short paragraphs. Video uploaded directly. Links go in a comment. | |
| Says what it is and who it is for. | Reel or carousel, two-line caption. | |
| Neighborly. "I do this for businesses like yours." | Client-style work, plain words. | |
| Proposals and email | Plain and specific. Scope, price, dates. | No pitch language. Numbers early. |