Three weeks, and why it is three weeks
Not because the work takes exactly that long. Because a deadline you can plan around is worth more than an estimate that keeps moving.
7 September 2026 ยท 2 min read
The process page says brief to handover in three weeks. That number gets questioned, usually by people who have been through a branding project that took five months. Both things can be true, and the difference is not talent.
What makes projects run long
Almost never the design. What stretches a branding project is the gaps: waiting for feedback, waiting for a decision nobody has been made responsible for, and the round of revisions that happens because the position was never settled and so every choice is reopened as a matter of taste. A five-month project is usually three weeks of work and four months of waiting.
Why a fixed window fixes that
A window forces the decisions to be scheduled rather than hoped for. You know which week you are needed and what you are deciding. We know what has to be finished before that week ends. Neither side can quietly let a decision drift, because the drift is visible immediately rather than at the end.
What we give up
Some flexibility, honestly. A fixed run means the scope is fixed too, and a request that arrives in week three either fits the run or it becomes the next piece of work. We would rather say that at the start than discover it together in week nine.
What happens if it slips
If it slips because of us, it slips at our cost and the price does not move. If it slips because a decision has not arrived, the run pauses until it does. Both of those are written into the terms rather than left to whoever is more tired at the time.
