Insights
Writing
Notes on branding, typography, accessibility, and making design decisions that hold up - by Archie Durrant, strategic communication designer at AUB.
Start with the strategic communication design guide, then explore case studies on the work page.
Typography as Communication: A Strategic Font Guide
Typography is a primary vehicle for brand communication - selection, hierarchy, and accessibility for strategic communication designers.
Archie Durrant: Strategic Rebranding for Tech Startups
For fast-growing tech startups, the decision to rebrand is rarely cosmetic. It is strategic: a moment to clarify who the product serves, how it solves a problem, and why users should trust it.
Strategic Communication Design: Visual Narratives & Brand IdentityPillar
How strategic communication design connects brand strategy, audience psychology, and visual craft - with examples from Archie Durrant's portfolio work at Arts University Bournemouth.
Archie Durrant's Guide to Seamless Digital Experiences
In today's digital landscape, the difference between a forgotten product and a beloved one often comes down to one critical factor: the quality of its digital experience.
The Role of Brutalist Design in Modern Brand Strategy
In an era dominated by polished, minimalist interfaces that often blend into a sea of sameness, a counter-movement has emerged, reclaiming the raw, unfiltered essence of the early web.
Logo Design Evolution: When and How to Rebrand
When to evolve a logo versus a full rebrand - strategic frameworks for brand identity transitions.
The Logic of Visual Systems: Designing for Complexity
Design systems, design tokens, and design-to-code thinking for modern brands - consolidating visual systems, high-fidelity execution, and strategic implementation.
Inclusive Branding in 2026: Why Accessibility is the New Competitive Advantage
In the design landscape of 2026, the conversation around accessibility has undergone a radical transformation. No longer is it a checkbox at the end of a project or a legal hurdle to clear for WCAG 2.2 compliance.
Designing for Neurodiversity: Inclusive UX by Archie Durrant
Neurodiversity is reshaping how we think about design. When we design for neurodivergent users - those with ADHD, autism, dyslexia, and other neurological differences - we create better experiences for everyone.
Design Tokens: The Foundation of Consistent Visual Language
How design tokens bridge creative vision and code - with examples from campaign and identity systems work.
Building Authentic Brand Narratives
Authentic brand narratives shape how people perceive a business, and when they are built with intention they become more than marketing copy.