Notes, essays, conversations & fragments gathered along the way.
Bitta is the journal arm of Barbitta …a space for thinking aloud.
Here, you’ll find reflections on branding, design, culture, human behaviour, and the quiet details that shape how people feel.
Some entries are short. Some stretch out. Some are inspired by those building culture from the inside.
Others are field notes from streets, signs, books, and moments.
It’s not always polished.
But it’s always intentional.
A fragment of something bigger.
Innovation Doesn’t Always Mean ‘New’
The biggest secret in luxury branding? The smartest brands aren’t chasing newness… they’re mastering refinement.
WTF Are Synthetic Audiences?
If you haven’t heard it yet, you will. If you’ve heard it but ignored it, you won’t be able to for long. And if you’re wondering whether we’re going too far...well, we might be.
Reuniting a Brand With Its Personality
Reuniting a brand with its personality is not about inventing something new — it’s about rediscovering what’s true, relevant, and resonant right now.
The Art of Not Noticing- When Wayfinding and Placemaking Just Work
There’s a curious thing that happens when wayfinding is done well…you don’t notice it. You simply move without second guessing, without hesitation.
Made You Look, Made You Steal.
TikTok & the world of stolen content or is this now called a remix?
Quiet Cracking: The New Workplace Funk
Quiet Cracking, I can’t help but wonder if there’s a parallel in agency–client relationships.
Enshortification: The Art of Saying More With Less
There’s a new word doing the rounds "enshortification."It’s about cutting things down, it’s about condensing meaning.
The Love Journey of Bot Copy
The arrival of AI writing tools promised to change everything...But after a while, something shifted. The replies started to sound… familiar.
Performative Branding in the Age of Scrutiny
Performance isn’t the problem. The problem is when the mask doesn’t hold. Audiences don’t just want the show...they want the truth behind it.
Shapeshifting: From Myth to Modern Brand Strategy
Shapeshifting isn’t just a metaphor…it’s alive in the way brands adapt to shifting markets, platforms, and cultural moods. From heritage icons to digital disruptors, several Australian brands show how to flex and transform without ever losing their core identity.
Designing for Motion: Building Brands That Evolve
We don’t just look at design anymore. We live in it. We swipe, tap, remix, scroll, and share. Branding today isn’t just visual, it’s experiential.
Beyond the Scroll: Finding Feeling in a World of Sameness.
Pure originality doesn’t start with moodboards or mockups. It starts in a much quieter place. Every project I’ve ever felt proud of began with a conversation.
The Non-Fungible Token Fade: Reflecting on the NFT Phenomenon
As designers and innovators, it's our responsibility to learn from these early experiments such at NFT’s and heres my thoughts.
Polyworking and the New Creative Economy
A term you may have heard of...you may even being doing it without realising.
A Joy(conomy) Division: Finding Light in a Saturated World
Welcome to the Joy(conomy). Where design meets delight and only works when it’s earned..
When the Product Is the Brand: Has Luxury Said All It Needs To?
In a culture that values connection, energy, distinctiveness...can luxury afford to stay silent?
Are Content Journeys Still Current? What’s Next for Lead Journeys?
The traditional lead journey...awareness, consideration, conversion...feels increasingly out of sync with how people actually behave.
Designing with Data…Not for It
We’re surrounded by performance dashboards and metrics and while these tools are useful...they can also lead us into creative autopilot.
The Art of Earning It
There’s immense value in climbing from the gutter to the top. That journey, gives you character that no instant promotion could ever offer.
Are We Changing Faster Than We Can Handle?
Is the rate of change outpacing our capacity to adapt to it? Are we evolving...or just scrambling to keep up?