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Notes from the studio.

Playbooks, points of view and field notes on brand, web design, landing pages, performance marketing and running a senior-only studio. No hot takes — just what's actually working.

Featured · Brand

18 Apr 2026 8 min

Design systems that actually scale (and the ones that quietly don't)

Most brand systems die in their second month. Here's the four-part test we run before we let a design system out the door — and what to do when yours fails it.

Chandan Kumar

Latest posts

6 posts · updated monthly

Landing pages that…

Growth

2 Apr 2026 6 min

Landing pages that convert paid traffic (the GIE checklist)

What we look for in the first 30 seconds of every landing page audit. The hierarchy that quietly does most of the work — even before copy and design.

Owning the 5km around your shop: a Google Business Profile playbook

The unsexy weekly cadence that puts local businesses into the Map Pack — and keeps them there even when bigger budgets try to push them out.

How small teams ship weekly without burning out

The operating cadence we run inside GIE — a senior-only model that ships every Friday, doesn't move dates, and still leaves room to think.

Chandan Kumar

Performance creative in…

Growth

19 Feb 2026 9 min

Performance creative in 2026: what's actually working on Meta

Hooks, length, native-feel — the patterns we're seeing across ₹40Cr+ of managed ad spend, and the formats we've quietly retired this quarter.

How to rebrand without blowing up the equity you already have

A pragmatic framework for evolution vs. full rebrand — and the audit we run with founders before recommending either path.

Chandan Kumar

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