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They spent a year on the logo and ten minutes on the favicon.
A rebrand for a commercial interiors contractor whose favicon was still the theme default, sitting in every browser tab.
Instagram · 18 Aug · Post · 1,240 words
88
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Award winning house, shown online at 147 pixels wide
YouTube · 6 Aug
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Ai Insight
YouTube stopped syncing 12 days ago
Nothing has reached your library from YouTube since 9 August. At your usual rate that is roughly 8 videos not picked up, and every issue sent since then was written without them.
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5 connected · 214 pieces collected · 14 arrived this week
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12 days ago
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14 minutes ago
X, LinkedIn, Facebook
3 accounts
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2 hours ago
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The Build Log · RSS
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40 minutes ago
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fieldnotes.studio/journal · RSS
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Paused on 31 Jul
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214 pieces from 5 sources · 14 new this week
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They spent a year on the logo and ten minutes on the favicon.
A rebrand for a commercial interiors contractor whose favicon was still the theme default, sitting in every browser tab.
Instagram · 18 Aug · Post · 1,240 words
92
Award winning house, shown online at 147 pixels wide
Why the photography was the whole argument for a Singapore builder, and how the old site buried it in thumbnails.
YouTube · 6 Aug · Video · 8:24
88
A premium real estate site built on architecture and storytelling
An editorial layout for a waterfront development instead of the usual stock render grid.
LinkedIn · 12 Aug · Post · 890 words
84
Rebuilding app UI as animated vectors instead of screen recordings
A behind the scenes breakdown of a 30 second product film, and why screen capture was the wrong tool.
Instagram · 5 Aug · Short · 0:52
79
Safety critical logic isolated into pure modules, 358 tests
How permission rules get verified against a real database rather than asserted in a README.
Podcast · 1 Aug · Episode · 41 min
74
One unit, stroke 80, doorway 80, arch radius 40
Building a mark from a single unit so it still holds together at 16 pixels.
Instagram · 29 Jul · Post · 640 words
71
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Three rebuilds where the old brand was worth keeping
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SUBJECT LINE
The rebrand that threw away the only good thing
Three projects where the old mark was worth more than the new one.
Other subject lines the AI suggested
Your old logo might be the best thing you own
Three rebuilds, one repeated mistake
What most rebrands quietly throw away
PERSONAL INTRO
you write this
Edited
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Morning. Three separate projects this month ended up making the same argument, which usually means it is worth writing down properly.
Short version: most rebrands throw away equity they should have kept.
FEATURED PIECE
you write this
Rewrite
Their logo returned a 404
A commercial interiors contractor with 650 buildouts behind them had a favicon that did not load. Not the website, the icon file itself. It had been deleted at some point and nobody noticed, so every browser tab showed a broken document instead of a mark.
The old logo was a swoosh with the tagline baked in, which meant it was unreadable below about 40 pixels. So the fix was not a tidy up. The letter D became a doorway, built from one unit so it holds together at 16 pixels.
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The AI can get this wrong. Your original is kept until you accept the rewrite.
From
They spent a year on the logo and ten minutes on the favicon.
QUICK THOUGHTS
from your content
Rewrite
Two more from the same month, both variations on the theme.
- A Singapore builder had an award winning house on their site at 147 pixels wide. The photography was the entire argument and the old layout buried it.
- A real estate site that leant on architecture and storytelling instead of the usual stock render grid. The restraint is what made it feel expensive.
From
Award winning house, shown online at 147 pixels wide.
A premium real estate site built on architecture and story
WORTH CHECKING OUT
from your content
Rewrite
One thing from elsewhere that stuck with me this month, on why the cheapest looking part of a brand is usually the one people see first.
From
One unit, stroke 80, doorway 80, arch radius 40.
Add A Section
DRAWN FROM
4 of your posts across 3 platforms, 1 quoted directly
They spent a year on the logo and ten minutes on the favicon.
Instagram · 18 Aug
Award winning house, shown online at 147 pixels wide.
YouTube · 16 Aug · quoted
A premium real estate site built on architecture and storytelling.
LinkedIn · 12 Aug
One unit, stroke 80, doorway 80, arch radius 40.
Instagram · 29 Jul
BEFORE YOU SEND
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fieldnotes@squackbox.com
Links checked
4 of 5 resolve
Subject line length
48 characters
THIS ISSUE
Template
Creator Weekly
Content window
22 Jul to 21 Aug
Length
812 words
Read time
4 min read
Ready when you are
Goes to 1,204 subscribers from fieldnotes@squackbox.com
Schedule This Issue
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Analytics
8 issues sent · 1,204 subscribers · last send 21 Aug
All time
Open rate
47.2%
+3.1 pts vs last issue
Click rate
12.4%
+1.2 pts vs last issue
Sourced
86%
of every issue, from your library
Subscribers
1,204
+62 this month
How each issue landed
Share of everyone it reached, issue by issue
Issue 4
Issue 5
Issue 6
Issue 7
Issue 8
Issue 9
Issue 10
Issue 11
The detail
Issue
Sourced
Sent
Opened
Clicked
Left
Three rebuilds where the old brand was worth keeping
21 Aug
100%
1,204
47.2%
12.4%
3
The favicon nobody loaded
14 Aug
75%
1,163
44.1%
10.8%
5
An award winning house at 147 pixels wide
7 Aug
100%
1,118
46.0%
11.9%
2
One unit, stroke 80, doorway 80
31 Jul
50%
1,071
39.7%
9.2%
8
What it did, without the flattery.
Opens, clicks and growth over time, plus the one number no other tool can show you: how much of each issue came from your own library. It is the only place the promise this product makes can be audited rather than trusted.
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Six places, read on a schedule.
The signup form asks where you publish. The answers decide which connector gets built next, which is why the list is short and honest rather than long and aspirational.
YouTube
TikTok
X or LinkedIn
Podcast
Blog or RSS
YouTube
TikTok
X or LinkedIn
Podcast
Blog or RSS
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The writing already happened. Squackbox charges for turning it into an issue and keeping the list it goes to, not for the words.
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No. Your content is read to draft your issues and for nothing else.
