Work

This could be your case study.

Studio Dudin is new: four spec projects and one disclosed audit, no paying clients yet. I'm not going to dress that up — pretending otherwise would be exactly the kind of vague brand move I'd flag in yours.

Published audits

Real companies, real findings, checkable claims.

Positioning Audit · Past affiliation disclosed

Socialbooth

A mission built on emotion, hidden on the one page buyers don't read — and a homepage that sounds like every competitor.
Spec project · Positioning Audit

Rossignoli

A Milan bike maker since 1900 — frames welded near Milan — whose site files its own bikes as one brand among six, in Italian only.
Spec project · Positioning Audit

Velasca

Family workshops in Montegranaro, 20+ shops, shoes named in Milanese dialect — and a homepage that only says “Made in Italy.”
Spec project · Brand Platform

Cafezal Milano

A roaster whose farmers have names and stories — and a catalogue that leads with a score and a price.
Spec project · Brand Strategy Core

Ivana Vegetti

A wedding studio that promises artistry — while its own clients keep praising something else.
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Open slot

Your brand could be next.

Send me your site. If there's a clear gap between what you say and what makes you worth choosing, this is where the audit goes.

What I can show today is the thinking, not a client list. If you're one of the first clients, you get more of my time, a founding-client price, and a say in how the story is told when it's published here.

Field notes

Written when there's something worth saying.

Why most positioning work fails before the first slide

Almost every brand brief starts the same way: a list of what the company does, followed by adjectives it would like to be associated with. Trustworthy. Innovative. Customer-first. None of that is positioning — it's a description, and a generic one, because every competitor's brief says roughly the same thing.

Positioning fails early because it's treated as a writing problem: find better words for what we already believe about ourselves. It's a research problem. Who specifically chooses you over the next option, and why that one reason and not the others you'd prefer they cared about? That's the structure behind the Positioning Audit: a competitive scan, an audience read built from evidence, and a messaging gap analysis that shows where the current story contradicts itself.

The case for auditing in public

Most new studios fill their portfolio with mockups — logo concepts for a fictional coffee shop, a rebrand nobody asked for. I understand why: there's no client history yet, and an empty page looks worse than a fake one. But a mockup can't be wrong. Nobody can check it against reality, so it shows taste, not judgment.

The audits on this page exist instead: real, currently operating companies, their actual public brand, findings anyone can verify, clearly marked as unsolicited — and taken down if a company asks.

Want to be the first case study?

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