Strategy
A client is not a folder.
Most tools treat a client as one more folder in a list. We treat it as a world apart — walled off, with its own team and its own border. Why that distinction changes everything.
Aurore Delaunay13 May 20266 min read
Journal
Notes from the studio.
Essays, field notes, and the occasional argument. We publish when we have something to say — usually once a month, sometimes less.
AI
In defense of the vague brief.
"Something fresh for summer, you know?" The vaguest client brief often hides the best intention. An account manager's real craft isn't dodging it — it's translating it. Now MARIA does that with you.
Camille Lefebvre06 May 20265 min read
Brand
A brand fits on one page.
The fifty-page brand book nobody opens. We did the opposite: everything that defines a brand — voice, strategy, personas, memory — on a single page people actually read.
Léo Marchetti29 Apr 20265 min read
Brand
The thirty-word brand voice.
If you can't describe your brand in thirty words, no AI ever will. A practical exercise we run with every new MARIA studio.
Camille Lefebvre12 Mar 20265 min read
Strategy
Why we cancelled our own retainer.
The first agency we replaced was ours. Six months in, what we kept and what we let go.
Aurore Delaunay28 Feb 20267 min read
Craft
Against the bento grid.
Everyone is shipping the same dashboard. A note on why we chose a single asymmetric layout for the whole product.
Léo Marchetti14 Feb 20264 min read
AI
Tone of voice is not prompt engineering.
Why we built a separate model layer for brand voice instead of stuffing it into the system prompt.
Camille Lefebvre02 Feb 20266 min read
Studio
How a three-person studio uses MARIA.
Atelier Verre runs four client brands and ships twice a week. Their workflow, in their words.
Aurore Delaunay21 Jan 20268 min read
Brand
The case against the colour gradient.
What twelve years of looking at SaaS landing pages taught us about visual restraint.
Léo Marchetti09 Jan 20265 min read
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