What I'm doing right now.
A snapshot of what's on my desk this month — projects in flight, things I'm reading, ideas I'm chewing on. Inspired by Derek Sivers' /now movement. Updated whenever the picture meaningfully changes.
If you're a current client and what you're working on isn't here, it's not because I forgot — it's because the public version stops at the NDA line. Ask me directly and I'll tell you the whole picture.
Projects in flight
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Live
Sports brand identity, undisclosed End‑to‑end identity for a North American pro league launch. NDA. Phase 03 of 04. Shipping June.
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Live
Apparel collection, capsule drop 10‑piece collaboration capsule for a community sport brand. Concepts approved, samples ordered.
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Kicking off
Brand refresh, Toronto cultural org Discovery starting next week. Twenty‑year‑old brand in need of a sharper edge.
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Just shipped
levydesign.ca — full rebuild The site you're on. New brand system, new tracker, new everything. Built April 2026.
Experimenting with
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AI
Brand voice fine‑tuning Training small models on individual client voices. Goal: caption‑ready copy that's on‑tone first try, no ChatGPT smell.
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Motion
Generative logo systems Logos that rebuild themselves on every render. Procedural identity for sports brands tied to live data.
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Type
Custom jersey numerals 0–9 set readable from 60 yards under stadium lighting. Round 4 of testing.
Reading & listening
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Book
Eating the Big Fish — Adam Morgan Re‑read. Holds up. Challenger brand thinking that still beats most strategy decks shipped in 2026.
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Podcast
How I Built This — sports brand episodes Working through the founders‑of‑leagues episodes. Origin stories of brands you forget started small.
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Watching
Old Nike "Just Do It" archive Late‑80s Wieden+Kennedy spots. Nothing in 2026 hits like a 30‑second piece of human truth.
Not taking on right now
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No
One‑off logo jobs Identity systems only. A logo without a system is a tattoo without a meaning.
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No
Crypto / NFT brands Still no. Ask me again in 2027.
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No
"Refresh the website" rush jobs under 4 weeks If you need it shipped Friday, you don't need me. I'll point you to someone who can move that fast.
"If you're not embarrassed by the version of yourself that you put out a year ago, you didn't grow."