Journal
The Journal is where we think out loud. It's a mixed bag of notes from our research, inspiration sessions, lateral-thinking exercises, work from designers we admire, pop-culture takes and the occasional side project with no agenda at all.
Alongside the new pieces you'll find a collection of passion projects and conversations from over the years. We share it to organise our own thoughts, and to leave the world a little more inspired than we found it.
Why Digital Marketing Agencies Have Become a Business’s Second Biggest Necessity
A great product isn’t enough anymore. Learn why a digital marketing agency has become the second most important investment for any business in India.
Best Digital Marketing Agencies in India (2026): Top Companies to Watch
Looking for the best digital marketing agency in India? Compare leading agencies for SEO, social media, branding and creative, plus the rising design-led studio Yellow Folks.
Why Social Media and AI Are Replacing the Search Engine
Gen Z searches on TikTok and Instagram, everyone else asks ChatGPT. See why social media and AI are replacing search engines, and how to rank on both.
The SEO loop
The SEO loop is a repeating cycle of research, content, technical optimisation, authority building, measurement and refinement, and it is the reason some websites climb Google, Bing and Yahoo rankings month after month while others stall after a one-time "SEO fix".
Everything You Need to Know About Instagram's Shoppable Link
Learn how Instagram shoppable links work in 2026: product tags, link stickers, setup steps, requirements and algorithm tips to turn Reels into sales.
Your Brand Is Invisible to AI (And It's Costing You Customers)
ChatGPT, Gemini and Google AI Overviews can't see your brand. Learn how GEO and AI search optimization make your business visible. Yellow Folks, India.
These 3 Ranking Shifts Are Redefining Instagram ROI
Instagram’s ranking now rewards watch time, sends, and searchability over likes and follower counts. Here is how to rebuild your Instagram strategy around the metrics that now drive ROI.
Why Your Brand Needs to Start Repurposing Content
Content repurposing helps brands get more reach, better SEO and higher ROI from every idea. Learn the strategy, formats and examples that work. URL slug: /why-brands-need-content-repurposing
GEO vs SEO
How Indian Brands Get Recommended by ChatGPT, Gemini & Google AI Mode (and Why Branding Decides Who Gets Cited)