Dear Reader,

I’ll admit—when I realised we hadn’t published since March, I felt two things: mildly horrified and deeply relieved. Horrified because Brand Insider was meant to be a consistent, ever-evolving home for the kind of branding content we felt was missing. Relieved because… maybe the silence was necessary. There’s something about the in-between seasons—post-Q1 energy crashes, client deadlines piling up, a London spring that never quite arrived—that just demands a pause.

But July always feels like a restart. The sun overstays its welcome, everyone’s either planning an escape or living out of office, and timelines slow down enough for us to actually look around. To notice the brands doing the most with the least. Or saying the most by doing the least (hello, The Row).

We’re back now with a full lineup. Pieces that go beyond “how to brand your business” and ask better questions. Why do some identities feel effortless and others feel like a trend that’s already expired? Why do we look at certain campaign imagery—SKIMS, Rhode—and instantly get it? Why are brands suddenly embracing more colour, not less? And why does it feel like summer is the only season where breaking the rules actually works?

There’s also a nostalgic undercurrent this month. Think Pucci prints, hyper-feminine palettes, playful energy. But it’s not just aesthetic—it’s emotional. Consumers are craving dopamine, joy, clarity. We’re looking at how that’s showing up in campaigns, visual identities, and web builds. And we’re making it digestible, whether you’re a founder choosing between Shopify and Squarespace, or a creative wondering how to push your colour story without losing your brand’s core.

So yes, we’ve been quiet. But we’re making (intentional) noise now.

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