From sea to shining sea

Welcome back.

This week we're going to the beach. More specifically to Pornichet, a seaside town on France's Atlantic coast that decided it was time to look as good as it feels. Paris studio Graphéine took the job, and it looks fabulous.

Here's the problem with branding a town: it isn't a product. It's a coastline, the boardwalk, a Belle Époque past, and thousands of people who already have opinions about home.

The whole identity is built on the town's Slow Life ethos, simplicity, savoring the present moment from sunrise to sunset. Their tagline "Live Beach to Beach." says it out loud.

Let's dive in.

Researching accounts. Building lists. Writing sequences.

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FIFA 2026: The FIFA World Cup 26 logo is everywhere right now. What is super interesting this year is that it is not a single static logo. It is a design system built for scale and flexibility. The 2026 logo is best understood as a central emblem plus a wider brand system built for three countries and 16 host cities.

Thanks so much for reading! If you have any feedback reply to this email and you will hear back from me, I promise. - Yitzy

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