Logo
Logo
Login
Subscribe
latest
branding
design
campaigns
culture & lifestyle
about
about
airplane-takeoff

start here

Welcome to Brand Matters.

heart

authors

Get to know the writers

hands-praying

advertise

Direct access to your people.

sunglasses

community

(Coming soon)

Logo

Archive

All Posts

Fonts actually worth licensing in September

Inspiration

+1

/

Sep 30, 2026

Fonts actually worth licensing in September

A knife-edged baroque serif from Klim, Commercial Type's stone-cut hybrid, a grotesque that warms up the grid and a Dinamo display face sharp enough to be the graphic. Four worth licensing this month.

Valentina Borroni
Valentina Borroni
The Weekly Rundown: The Carhartt Playbook

/

Sep 24, 2026

The Weekly Rundown: The Carhartt Playbook

Also: the Sydney Sweeney ad that needed you angry about the wrong thing, Desigual mocking one of the billionaires behind AI, and September's list of nice things.

Tom Mackay
Tom Mackay
Carhartt got cool by letting a different company do it

Deep Dive

+1

/

Sep 22, 2026

Carhartt got cool by letting a different company do it

A Swiss licensee chased the culture. The family in Dearborn kept making work jackets. Dickies tried to do both with one brand and lost both audiences.

Tom Mackay
Tom Mackay
The Sydney Sweeney ad needed you angry about the wrong thing

Culture

+1

/

Sep 22, 2026

The Sydney Sweeney ad needed you angry about the wrong thing

The argument we had about the Novig ad was the argument we were handed

Lucía Rivas Alfonzo
Lucía Rivas Alfonzo
Curated list of nice things - September

Inspiration

+1

/

Sep 22, 2026

Curated list of nice things - September

Our monthly collection of objects, ideas and details we think deserve your attention.

Natalia Gomez Uyabán
Natalia Gomez Uyabán
Desigual and how to rebel against AI by mocking one of the billionaires behind it

Campaigns

+1

/

Sep 16, 2026

Desigual and how to rebel against AI by mocking one of the billionaires behind it

The Spanish brand went viral for hiring Elon Musk's estranged daughter in their latest campaign. Nobody saw the outcome coming.

Jair Lucena
Jair Lucena
The Weekly Rundown: The mundane is the new flex

The Rundown

/

Sep 3, 2026

The Weekly Rundown: The mundane is the new flex

Also: why Yayoi Kusama made herself impossible to lose, the aesthetic café brief that's easier than it looks, and the poster Spotify wants you to tear up.

Tom Mackay
Tom Mackay
The romanticisation of the mundane is not an aesthetic

Opinion

+1

/

Sep 3, 2026

The romanticisation of the mundane is not an aesthetic

Why restraint, routine and real product use are replacing polished aspiration — and why the brands that understand the shift are finding their best ideas in the ordinary details they already own.

Tom Mackay
Tom Mackay
Yayoi Kusama made herself impossible to lose

Culture

+1

/

Sep 3, 2026

Yayoi Kusama made herself impossible to lose

She died at ninety-seven, still painting. The dots she could not stop making became the most efficient identity system in contemporary art, and the reason no brand will ever manage to copy it.

Lucía Rivas Alfonzo
Lucía Rivas Alfonzo
Load more

Stay ahead of the brand moves that matter.
Delivered every Thursday.

Quick Links

About
Advertise
Authors

Info

Lento Agency
Work
Contact Us

Stay ahead of the brand moves that matter.
Delivered every Thursday.

Quick Links
About Us
Advertise
Authors

Info
Lento Agency
Work
Contact Us

© 2026 Lento Agency.
beehiivPowered by beehiiv