Brand thinking from the studio floor.

Thinking Cap is the newsletter from Bluecap Studio®, a branding and marketing design agency in Lake Balboa, Los Angeles. We’ve shipped 2,000+ projects across 12+ industries, which means we’ve already made most of the mistakes so you don’t have to.

Every couple of weeks, we send one email with something real: why a rebrand worked (or spectacularly didn’t), a lesson we learned the expensive way, what we’re seeing across brand launches, conference floors, and startup pitch decks, and the occasional strong opinion about kerning.

No trend roundups. No “5 Things You Can’t Ignore.” Just a working studio showing its work.

Why subscribe?

Because the highlight reel is on our website — the interesting stuff is here. Subscribers get every issue in their inbox, plus full access to the archive.

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Talk back

This isn’t a broadcast. The comments are open, and replies go to actual humans. Go ahead. Tell us our Gestalt is off. We can take it.

Thinking Cap is written by Dave La Cava and Debra Cassa, co-founders and Creative Directors of Bluecap Studio. The studio lives at bluecapstudio.com.