Author
Thierry Fondu
Founder of Creative Hero, a design and web studio in Antwerp. Writing about the line between genuine and generic creative work in the AI age.
Teardowns
Teardown: The Portfolio That Buries the Work
A breakdown of the designer or agency site that hides its own best asset, the work, behind a loader animation and an ego-driven about page.
Teardowns
Teardown: The Restaurant Site That Hides the Menu
A breakdown of the restaurant website that autoplays a video, buries its hours, and makes you download a PDF just to see what's for dinner.
Teardowns
Teardown: The AI Startup Landing Page
An anatomy of the gradient-and-buzzword landing page that raises the round but never explains what the product does.
Teardowns
Teardown: The Generic Local Business Website
A walkthrough of the template-built dentist-or-plumber site that looks finished but converts nobody, and what a genuine version does instead.
Marketing
Positioning Beats Features
Nobody buys a list of features, they buy the one specific thing you said that a competitor could not have said.
Marketing
GEO: How to Get Cited by ChatGPT and Perplexity
Ranking on Google no longer guarantees you exist when the answer is written by an AI instead of a list of links.
Web
The Above-the-Fold Formula
You have milliseconds to earn a second, and one screen to prove you deserve it.
Web
Your Call to Action Is the Problem
Every extra button on your page is a vote against the one that actually matters.
Branding
When to Rebrand, and When Not To
A rebrand should follow a real business signal, not boredom, and most brands need a refresh long before they need a full rebuild.
Branding
Color With Intent
A brand color only becomes shorthand for your company when you choose it on purpose, not because everyone else in your category already did.
Branding
The Tyranny of the Geometric Sans-Serif Logo
Every startup logo has converged on the same clean geometric sans, and a genuine wordmark is now the thing that actually stands out.
Branding
How to Name a Brand (Without a Generator)
A genuine brand name is built from meaning, sound, and ownability, not assembled by an algorithm hunting for an available domain.