Brand Eye
Brand Eye opens the studio's strategy files to founders, one issue a week.
Brand Eye
Brand Eye opens the studio's strategy files to founders, one issue a week.
Brand Eye
Brand Eye opens the studio's strategy files to founders, one issue a week.
Most brand advice online stops at the carousel. It looks good in a feed and skips the part founders need, which is how a strategy turns into decisions that grow a business. Brand Eye is a weekly newsletter for founders and CMOs that covers that part, using the same frameworks we use with clients.
Overview
Brand Eye is the studio's own newsletter, written by our founder, Jack Bleakley. We named it, built the identity and the Substack, and make the physical pieces that sit alongside some issues.
26 issues since February 2026. They run from Brand Trojan Horses in issue 01 to the eight moves behind every cult brand in issue 26.
Most brand advice online stops at the carousel. It looks good in a feed and skips the part founders need, which is how a strategy turns into decisions that grow a business. Brand Eye is a weekly newsletter for founders and CMOs that covers that part, using the same frameworks we use with clients.
Overview
Brand Eye is the studio's own newsletter, written by our founder, Jack Bleakley. We named it, built the identity and the Substack, and make the physical pieces that sit alongside some issues.
26 issues since February 2026. They run from Brand Trojan Horses in issue 01 to the eight moves behind every cult brand in issue 26.
Most brand advice online stops at the carousel. It looks good in a feed and skips the part founders need, which is how a strategy turns into decisions that grow a business. Brand Eye is a weekly newsletter for founders and CMOs that covers that part, using the same frameworks we use with clients.
Overview
Brand Eye is the studio's own newsletter, written by our founder, Jack Bleakley. We named it, built the identity and the Substack, and make the physical pieces that sit alongside some issues.
26 issues since February 2026. They run from Brand Trojan Horses in issue 01 to the eight moves behind every cult brand in issue 26.
Unlock
Everything in Brand Eye comes from client work: Blue Ocean Branding, the three pillars of story, signal and system, and the eight moves we run on every project. We wanted founders to see how the work gets done and use it on their own brands.
The Idea
Branding and brand strategy, declassified.
Unlock
Everything in Brand Eye comes from client work: Blue Ocean Branding, the three pillars of story, signal and system, and the eight moves we run on every project. We wanted founders to see how the work gets done and use it on their own brands.
The Idea
Branding and brand strategy, declassified.
Unlock
Everything in Brand Eye comes from client work: Blue Ocean Branding, the three pillars of story, signal and system, and the eight moves we run on every project. We wanted founders to see how the work gets done and use it on their own brands.
The Idea
Branding and brand strategy, declassified.
Unleash
We designed Brand Eye to feel like a file you weren't supposed to see.
Blueprints and declassified files
The creative direction comes from technical blueprints and declassified documents. A blueprint shows how something is built, and a declassified file shows what was kept hidden. Each issue does both for a brand.
Unleash
We designed Brand Eye to feel like a file you weren't supposed to see.
Blueprints and declassified files
The creative direction comes from technical blueprints and declassified documents. A blueprint shows how something is built, and a declassified file shows what was kept hidden. Each issue does both for a brand.
Unleash
We designed Brand Eye to feel like a file you weren't supposed to see.
Blueprints and declassified files
The creative direction comes from technical blueprints and declassified documents. A blueprint shows how something is built, and a declassified file shows what was kept hidden. Each issue does both for a brand.
The name
Brand Eye is a subtle nod to Blink Twice. Both names come back to the eye, which ties the newsletter to the studio and still lets it stand as its own brand. It also describes the job: look closely at a brand and report what you see.
The name
Brand Eye is a subtle nod to Blink Twice. Both names come back to the eye, which ties the newsletter to the studio and still lets it stand as its own brand. It also describes the job: look closely at a brand and report what you see.
The name
Brand Eye is a subtle nod to Blink Twice. Both names come back to the eye, which ties the newsletter to the studio and still lets it stand as its own brand. It also describes the job: look closely at a brand and report what you see.
Collectible cards
For the two-part issue on collectibles, we designed a set of Brand Eye cards. The issue argued that merch ends up in the bin and artefacts end up on the shelf, so we made something worth keeping.
Collectible cards
For the two-part issue on collectibles, we designed a set of Brand Eye cards. The issue argued that merch ends up in the bin and artefacts end up on the shelf, so we made something worth keeping.
Collectible cards
For the two-part issue on collectibles, we designed a set of Brand Eye cards. The issue argued that merch ends up in the bin and artefacts end up on the shelf, so we made something worth keeping.
The Tiny Museum of Design
We built a desk-sized gallery of design objects, so the Brand Eye world exists off the screen as well as on it.
The Tiny Museum of Design
We built a desk-sized gallery of design objects, so the Brand Eye world exists off the screen as well as on it.
The Tiny Museum of Design
We built a desk-sized gallery of design objects, so the Brand Eye world exists off the screen as well as on it.
Launch
The first issue went out on 11 February 2026, on how Brand Trojan Horses make a business unforgettable. Brand Eye lives on Substack at brandeye.world. Readers also find it on Instagram, where commenting "Brand Eye" on a post gets them the link.
Launch
The first issue went out on 11 February 2026, on how Brand Trojan Horses make a business unforgettable. Brand Eye lives on Substack at brandeye.world. Readers also find it on Instagram, where commenting "Brand Eye" on a post gets them the link.
Launch
The first issue went out on 11 February 2026, on how Brand Trojan Horses make a business unforgettable. Brand Eye lives on Substack at brandeye.world. Readers also find it on Instagram, where commenting "Brand Eye" on a post gets them the link.
Grow
Since launch, Brand Eye has covered packaging, sponsorship, fragrance, rituals and rebrands, with breakdowns of Diptyque, Magnum, Airbnb and Tony's Chocolonely. Every issue links back to the studio for founders who want the work done for them.
Grow
Since launch, Brand Eye has covered packaging, sponsorship, fragrance, rituals and rebrands, with breakdowns of Diptyque, Magnum, Airbnb and Tony's Chocolonely. Every issue links back to the studio for founders who want the work done for them.
Grow
Since launch, Brand Eye has covered packaging, sponsorship, fragrance, rituals and rebrands, with breakdowns of Diptyque, Magnum, Airbnb and Tony's Chocolonely. Every issue links back to the studio for founders who want the work done for them.