Everything.

• Reality AdvisoryProduct, for sale
• Slice mini pizza box
• Venetian Tree Fractal
• 2025
• Emphasizing interactions with movement
• Branding a hybrid approach to funding
• Cole was adopted!
• Branding Power
• From Zero to Power: A Brand's First Steps in Venice
• Sounds Invisible Authority
• Elegant Icons for the Theater.
• Branding that looks tasty
• Iconography for Vellum
• Building a Prestige Economy for Decentralized Intelligence
• 2024
• Forging Innovation
• Aidem Visual Identity
• SuperSoGood Identity
• Photo to 3D model in minutes.
• Wylder is up for adoption!
• Generative art thrives on iteration.
• What does research visually look like?
• An Italian adventure.
• Generative Liquid Alchemy
• Super So Good Script Exploration
• Allora Necklace
• Moar Wookiee
• Venice Studio Render + Animation
• Chat Portrait Session
• Aidem Pixel Art
• Fostering Chester and Murphy: A Studio Session
• Andrewstein Avatar
• Palm Booch Can Rendering
• Willow on Grayson
• Allora Stage Design
• Venice Surfing Association Hat
• 40th Birthday Ski Patch
• $100 Wookiee Roar Challenge
• TM's own water bottle.
• The women surfers of Venice.
• Masseria Meets Mount Etna
• Celebrating Strength and Unity: Women's Paddle Out
• Phoebe, our foster, was adopted!
• Branding the Wonder Conference
• Inspiration from Haikus
• 2023
• Calm Ninja Pixel Art for Neomind
• Prospective Agent Indicator
• Prospective Feature Illustrations & Animations
• The New Paradigm Shaking the Foundation of Industries
• The Ascendance of Vertical Videos
• Midjourney is the Batmobile.
• AI Style Extrapolation
• Masseria Olive Oil Brand Photos
• The Fifth at Britely
• Animating the Four Pillars of Complement
• Complement Brand Guidelines
• Using AI to create robots from avatars.
• Palm Booch Branding
• Kingston Bread + Bar Swag
• Branding behind the scenes: Complement
• Prospective Iconography & Illustrations
• User Interface Organized Neatly
• 2022
• Infopops, A Creative Way to Teach for the Web
• Creative Post
• Prospective Brand Guidelines
• Venice Surfing Association Brand Guidelines
• Trustless Finance Brand Guidelines
• Trustless Finance Branding Process
• DeFi is lying to everyone.
• Chainlink Brand Guidelines
• Color in Application Design
• Playing Card Illustrations
• Creative Content Update
• Surfing Ernie
• Floral Kaleidoscope
• Widget Store Illustrations
• The Loyalist Iconography
• Wet Ties
• The Subtle Story Telling Animations of Trustless Finance
• 2021
• Thank you for shopping with us!
• Wet Tie Product Photoshoot Timelapse
• Mega Menu Iconography
• Art Post
• Tailwind makes short work of a redesign.
• Store Activity Feed Story
• Monthly Design Jam Session
• Art and Fragments Update
• Contextualizing Developer Insights
• Miso, Graham, and Chunk
• Universal Exports Applied Science
• Zen Garden Sound Bath
• Work in Progress - March
• La Quinta's painterly sky.
• A night in Venice, California.
• Kinetic Typography
• 2020
• Conjunction of Saturn and Jupiter
• I am looking to hire a designer.
• Omura Series X Photos
• Product Workshop @ California Design Studio
• Omura Dark Nugget
• Ear Flip
• Example Post
• Frannie, Charlie and Graham
• The Loyalist splash page.
• Spaceship Nugget
• Last Night's Moon
• Trump don't surf.
• ZJs Closing Weekend Appreciation Poster
• Jalama Beach Excursion
• Neon Graham
• Air Conditioner Window Unit
• Shannon Hat Portrait
• Domestic Water Sign
• The sun shines here every day.
• Black Rabbit
• Writing About The Process Of Work
• Fresh Pasta Truck
• Soybean Lost Dog Poster
• Holiday Photo Studio Fun
• 2019
• Universal S
• Summer of Jilly Product Photos
• EMPEX LA 2019
• Super Blood Wolf Moon
• Happy Little Brackets Logo
• 2018
• Central Coast Look
• Reify 2017: The story behind the source code.
• Balanced Team Salon
• Textures of California
• Sedona Arizona
• 2017
• Ace Hotel Palm Springs
• Crocs Spec Logo Redesign
• Hornet Q4 Agile Inception in Cape Town
• Hiking Lion's Head
• Sample Post
• 2bar Spirits Get Refreshed
• Norman the pomsky jumping around.
• Reify Branding
• Charlie the Dalmatian
• Graham on Crimson
• Hornet Version 4 Product Inception
• The Pizza Book Photoshoot
• 14th Factory
• Muddy Dog
• Butt Poster
• 2016
• Hiking in Palm Springs
• Sonoma Over Thanksgiving
• Heavens in November
• Crevalle Business Cards
• Effective Code Review Landing Page Design
• Palm Springs with Graham

• The end of edit pages.
• Systematic Intuition
• The caricature of creativity.
• The technology is ready. The organization isn’t.
• Stupid little traditions.
• Stick your feet in the water.
• The First 80% Is the Easy Part
• Addiction Economics
• Artisanal, Free-Range, Organic Data
• MAD 2.0: Mutually Assured Disruption
• AI Is Not Fixing Bad Management
• Stealing is stealing — unless you're really good at it.
• AI Is My Superpower
• Draw Like a Kid
• Joy Was the Point
• The Golden Age of AI Is Ending
• The Design Studio as Embassy
• AI Is an Elaborate Pencil
• Replacing replacement-level thinkers at scale.
• Cultivate your productivity.
• AI Is a UFO
• There's No Sommelier of Knowing What You Want
• The Idea is the Product
• The Homer Car Everyone Is Building
• The Future of Inference Is Italic
• Do You Say Please to the Robot?
• Theory of the Agentic Firm
• Nobody's Asking About Maintenance
• Go fast then go slow.
• Robot Etiquette
• If you can't tell, does it matter?
• OpenAI is Walmart
• Discipline of Attention
• Is it good?
• Robot Street Smarts vs Book Smarts
• Lamp Rubbers
• The Lindsey Vonn Find Out Era.
• Open Claw = Pasta Maker
• 2025
• The interface is collapsing into a conversation.
• Berry’s Law
• The golden age of AI.
• Pigeon Robots
• Context is queen and she runs the house.
• Security Theater
• Tokyo is visually complicated.
• A book with only one page. Designing brands for new companies.
• Robots are watching baseball.
• Fucking Magic is overvalued.
• There is a lot of money to be made in confusion.
• I’ve never seen a fistfight in a plant store.
• Old Money, New Scams.
• Hype is the product.
• You’re a Champion. Pass It On.
• So much mediocrity.
• There’s nothing to fix, because there’s no interface to fix.
• AI distortion.
• Dictate uninterrupted while listening to classical music.
• We have availability and some thoughts.
• AM / FM
• Focus Amid the Giant
• Gentle singularity my ass.
• Piles of Money™: The Miracle Cure for the American Condition
• The 2nd screen was the TV the entire time.
• HBO Max is now HBO Max again. Seriously?
• AI Corporate Stall
• Being serious about being serious.
• Buckle up.
• Pay Attention / Attention Paid
• The Survivors
• The silence before the signal.
• Ai is the e-bike for the mind.
• Simple designs don’t take long to explain.
• AI Is Avocado for Sandwiches
• The Monday After the Super Bowl Should Be a National Holiday
• Designing for the Future
• Conflict creates capital.
• Authenticity will thrive in the age of automation.
• The coming AI ad storm.
• Deny, Delay, Depose.
• 2024
• Gotta talk about the election...
• Celebrate the internet.
• Do less.
• The truth costs money.
• Narrow Website Evangelism
• The fallacy of the value just around the corner.
• They are all not bangers.
• The Hilariously Large Straw
• The Story We Tell Ourselves
• Data Is Not Differentiation
• Cheap Content
• Feeding Your Website
• Human Scale is Just Fine
• Mediocre is About to Get Automated
• A Series of Small Decisions
• Invent by listening.
• Unnecessary Complexity: Dark Mode
• Ingredients matter, just not all of them.
• Car taillights should be eyebrows.
• Living web experiences.
• Reconnecting with mentors: gratitude and rediscovery.
• The reckoning of cheapness.
• Young designers get 10% made. An experienced designer gets 30% if you are lucky.
• The UI reflects the tasks you ask of your user.
• Robot Juice
• Robots all the way down, baby.
• Too much of everything.
• Chicken tenders are breaded by robots.
• Capitalism has no clothes.
• The UX of Crypto Sucks
• Drop-Shadow Comments: A Drop-Dead Sign
• Everything should be a website.
• Berry's Law
• If your work isn't for sale in a store, in a museum, or on a website, it doesn’t exist.
• Applying Sports Metrics to Startup Talent Evaluation
• The Cost of Scaling: Improving Before Expanding
• Simplifying List Management: The Few-Some-Many Heuristic
• Quirky Brand Naming: Timing is Everything
• Preserving Discovery
• Solving Problems at Human Scale
• Crafting Magic in Product Design
• Navigating Application Surface Area
• Dictation Event Horizon
• Sports Driving VR Adoption
• Apple Vision Pro: "Uh oh."
• Embracing Digital Entropy
• Layers of fidelity.
• Why is the web so damn complicated?
• 2023
• Never waste an opportunity offered by a good crisis.
• Forgetting is a feature.
• The slow web.
• Design Snacks
• Put important things first.
• Conversations as Commerce
• Post Once, Syndicate Elsewhere
• Build your own AI
• Tragedy of the Commons: Online Communities
• Write Less Software
• You can listen only once.
• There is no gravity online.
• The solar eclipse is pretty cool.
• Automate once it hurts.
• Attention: no action is required by the public.
• ChatGPT is Robot Jesus
• Premium Mediocre Branding
• The Uncommon Design Studio That Crafts Better Business Outcomes
• Unidentified Phenomena and Political Disruptions
• Scaling Simplicity: Designing Growth with Grace.
• Building Your Brand Identity: The Art of Logo Design
• Introducing We Know Better
• The New Paradigm Shaking the Foundation of Industries
• The TikTok Conundrum
• Simplicity in Design
• Conversation as the Next Interface
• The Ascendance of Vertical Videos
• Midjourney is the Batmobile.
• Did we move to London?
• The Death of Car Dealerships
• This is fine.
• Embracing the Evolution of Art in the AI Era
• 2022
• Naming the Washington Football Team
• COVID Lotto Ticket Glory Hole
• My clever public ambient findability solution.
• 2021
• If everything is important, nothing is really important.
• Future of Everything
• 2020
• 9/11 @ 7:31am. 69 degrees. Smoky.
• Craft meaningful content for clients.
• Ben from NUGGS
• The web is a mess.
• COVID-19 Daily Sentiment Survey
• If you have to deliver bad news it helps if you are not ugly.
• 2019
• Facebook is whatever you want it to be.
• Design the dashboard last
• Premium Mediocre Branding
• 2018
• A page. A paragraph. A sentence.
• 2017
• Are you ready to work with a designer to create a brand?
• Screens just became non-rectangular.
• Direct to consumer model is the future of car leasing.
• A simpler net promotor score.
• How much should you spend on business cards?
• 2016
• Your idea is the cheapest thing you own.
• 2015
• Cluetrain Manifesto in short.
• Build resilient products incrementally.

berry@tm.surf

Steve Berry is an artist, designer, entrepreneur, and advisor with over two decades experience of building Brands, products, and frameworks. Steve Berry is the founder of Thought Merchants and the fastest prompter in the West.

Thought Merchants is a tiny agency facilitating massive impact. Our clients have secured $2,132,100,000 in funding and have a combined market cap of $19,493,000,000.

Clients

• Aidem
• Allora
• Casper
• Chainlink
• Code Climate
• Complement
• Crevalle
• Flamingo
• Harry's
• Kalium
• Kingston Bread + Bar
• Masseria
• Miniature Racquet Club
• Monetate
• Neomind
• New Constant
• Omura
• Onit
• Prospective
• Reify
• Riot Games
• Slice
• STX
• Super So Good
• The Loyalist
• Trustless
• Twig Toothpicks
• Twilio
• Venice Surfing Assocciation