company

Penco

1 recommend/use · 1 sourced episode

Every sourced reference

Short attributed excerpts only. Timestamps are approximate.

“there's a Japanese brand Penco and they make a lot of wonderful stuff. I carry a lot of their stuff in my store.”

Speaker: Jessica Hische▶ Watch at ~1:12:30approx.

Keep the exploration phase cheap by billing rights separately, so a late pivot doesn't mean you already paid to own dead work.

Blow a single letter up huge and probe its joints to see where a real type designer breaks geometry to look perfect.

Turn a gut reaction to a design into a reusable, articulable design rule by reverse-justifying why you feel it.

Take your glasses off and squint at a brand to judge its cohesion, color story, and overall feeling.

Set the scope of a rebrand by naming the goal first, then let every later round cascade from broad to narrow.

Before touching any detail, spend days naming the one big-picture reason a design bothers you.

Beat burnout by switching to a different kind of work when you lose steam, instead of stopping.

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