Field notes.
Brand, design, and the work behind both — written by the team at Egzecute, for founders, marketers, and design leads.
All articles
Why your brand name isn't showing up on Google.
A practical guide for founders whose brand names are quietly mistaken for typos — and the entity-SEO playbook that fixes it.
Logo design is mostly editing.
The most common mistake in logo work isn't bad ideation — it's the failure to delete. A short essay on subtractive design, with examples from our own work.
Why we charge by outcome, not by hour.
An honest essay about how Egzecute prices work, why hourly billing creates the wrong incentives, and what we replaced it with — written for founders weighing agency proposals.
Designing a SaaS landing page that still ranks in 2026.
The intersection of editorial-grade design and aggressive technical SEO. A teardown of what's working for SaaS landing pages right now — and what's quietly tanking conversions.
The 1-day brand audit checklist.
Twelve diagnostic questions that surface the structural weaknesses in a brand — the kind no logo refresh can fix. Use it before commissioning any design work.
Editorial typography on the web is mostly a confidence problem.
Why most agency blogs read worse than they look. A short defense of long line-lengths, italic accents, and resisting the urge to add a third typeface.
The quiet death of keyword-first SEO and what comes after.
Search has stopped rewarding the keyword-stuffing playbook agencies have leaned on for a decade. Here's what actually works in 2026 — and what to retire.
How to brief a designer when you don't know what you want.
A founder-friendly checklist for writing a design brief that gets you closer to the right work, not just more rounds of revision. Useful before you commission anything.
Webflow vs Framer vs hand-coded: when to pick what.
A no-religion comparison from a team that ships in all three. Where each tool earns its place, and where it costs you more than it saves.
Naming a startup when every dictionary word is taken.
A working framework for inventing brand names that survive trademark, domain availability, and Google's spell-correction filter — without sounding made-up.
Stop designing case studies. Start designing arguments.
The case-study template most agencies inherited optimizes for chronology when it should optimize for argument. Why we're rewriting ours — and the new template we use.
