LAYER BY LAYER
Fatema RajaWeekly essays on design, brand and culture.
| Platform |  | Pricing | Only free issues | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 23 | Founded | a year ago | Last Issue | 11 days ago |
| Active | |||||
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Built to Scale, Designed to Feel
To all the new readers, hi 👋, I am Fatema Raja. Layer by Layer is my weekly newsletter where I peel back the layers of brand, design, and culture, one story at a time.
I have spent the last three weeks away from this page, deep in...
The Art of Being Unmistakable.
There is a recording of John Cage performing 4’33” in 1952. The pianist sat at the piano. He opened the lid. He did not play a single note for four minutes and thirty-three seconds. The audience heard the room — shuffling, rain splattering...
India Has 800 Brands and Counting. Almost None Are Building Together.
Image source: Nike.com
Growing up, my mother was strict about my friendships. Not in a controlling way, but deliberate. She would ask questions. Who are they? What do they care about? She had one line she returned to, the way mothers retur...
The Design System Starts with the Packaging, Not the Logo.
Pick up a product. Any product from a category where what is inside the container is invisible: a serum, a perfume, a face oil, a protein bar. Before you read the label, before you register the brand name, before you have processed a single...
Appreciation Over Aspiration: A $600B Shift in India's Consumer Mindset
There is a particular kind of spending guilt that belongs to a specific generation of Indians. The guilt of buying something good when something cheaper would have done. The guilt of not waiting for a sale. The guilt that arrived whenever m...
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Design Systems and Brand Strategy. In my weekly newsletter LAYER by LAYER. I peel back layers of design, brand and culture.
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