Lemoine

06/01/2026

Meditation has helped me transform my life into a peaceful and joyous one. So here’s an app I’m prototyping —with the hopes that it might help transform a few others.

Love you,
Johnny

06/01/2026

06/01/2026

Backpacking and sleeping in the frozen mountains is as if I hit my heart’s reset button. A button that has taught me that pain is a great lesson. A lesson that I’m here to feel. And I’ll be feeling it all the way through to the other side as a better man.

06/01/2026

It’s not all logos and sunshine.

Okay, sometimes it is. Especially here in San Diego. But there’s a lot more that goes into building a brand people actually trust and love. A lot more.

This is a look at my process. From the first discovery call to strategy, exploration, refinement, and handoff. The thinking, listening, and intention that happens long before anything visual shows up.

Good brands don’t happen by accident. They’re built on alignment.

31/12/2025

Today marks three years without a drink.

This wasn’t even something I planned to post about this year, which feels very different from the first two. I’ve been trying to understand why it doesn’t feel any easier than before, and the only thing that keeps coming to mind is this: maybe it’s because the world hasn’t gotten any easier either?

After year 1, I felt like I could conquer just about anything. Sharing it felt fulfilling too. There was a wave of support, and messages from people saying it helped them on their own path, which in turn helped me. Year two felt similar, just a bit quieter. And that was okay.

This past year has brought some of the biggest challenges I’ve ever faced. I’m proud of myself for moving through them like I have, even though I’m still working through a lot. In that context, celebrating not drinking almost feels laughable. Although maybe the celebration isn’t the number or a streak at all. Maybe it’s that I didn’t give in even when there was no light to see or air to breathe.

Ultimately, this year I learned how to fall better.

Skateboarding taught me that falling can be beautiful. You eat it on the ruthless concrete. Hard. But if you stick with it long enough, you learn how to fall well. You tuck. You roll. You protect. You get back up a little faster each time. The falls don’t hurt less, but you do trust yourself more.

This year was filled with many soul crushing falls, but I’m also deeply aware that so many people are carrying far, far more than I can ever imagine. My heart is entirely with them. And I suppose that’s why posting about my own 3 year streak of sobriety doesn’t feel as easy as the first 2.

But I want to use it as a moment to say this:
No matter how hard it gets, you are incredible.
You’re incredible if you resist the crutch and fight through it. And you’re incredible if you fall, get up the next day, and try again. That’s what this beautiful life that we were gifted is all about, isn’t it?

Picking ourselves back up.
Learning how to fall.
And giving it a better shot.
Over and over again.

Love,
Johnny

18/12/2025

Creating every day is pretty damn inspiring.

It’s also messy.
Hard.
Humbling.

And then there are days that remind you exactly why you chose this path.

Working with was one of those reminders.

I dug the thoughtful conversations.
The mutual trust.
The shared belief that good creative work comes from deep strategy.

I loved a collaboration where ideas unfolded naturally because the foundation was solid and we trusted it together.

I’m deeply grateful we got to build his personal brand and website side by side. Not just because the work feels right, but because projects like this reinforce why I do what I do.

Helping someone step forward with more self-trust, clarity, and confidence in their voice.

That’s the real reward.

What does a great creative partnership feel like to you?

03/12/2025

After a year of deep conversations with founders, one thing is clear. People are craving design that feels human.

With Ola, leaned into that instinct fully.

Rooted in Oaxaca and inspired by the spirit of Día de los Mu***os (Day of the Dead), every part of this brand was drawn by hand. Logos, icons, packaging, the signage, the apparel. The type was the one exception (I know… I know), but it felt so damn perfect. Blocky, inky, and full of personality.

Exploring this project has led me to want to work with founders, startups, and visionaries that want to push the human craft further and deeper more than ever.

If you’re building something that deserves to stand out like Ola, reach out.

I’d love to hear what you’re working on.

—Johnny

02/12/2025

Ariadna doesn’t speak from her mind first. She speaks from her body. From her soul. From her intuition. Building her personal brand meant sitting with that energy through deep conversations and a beautiful strategy workshop, where I got to know her on a deeper level. I do this with all my clients because the brand only works if I can understand the person in front of me. With Ariadna, I met someone who moves with warmth, sensuality, devotion, depth, guidance, playfulness, and quiet fire. Those qualities shaped the entire direction.

The idea of using a thread was undeniable, a living element that weaves through the brand the same way she guides people through their own inner labyrinth. The gold dripping flowers came from the duality she carries so naturally. Soft, powerful. Light, rooted. The palette expands with joy and depth, and her typography holds elegance with play. Everything comes from intention. Everything comes from who she is.

Are you ready to build your personal brand?

07/11/2025

Did you know the cacao flower has one of the most symmetrical structures in nature? Its beautiful geometry is built in fives. The same goes for the cacao pod it fruits. When you cut a cross section through it, you’ll find five chambers arranged in perfect balance.

This idea became the foundation for Cacao’s visual identity. Natural light was a big part of it too, creating infinite loops that feel like light weaving through space. The logo follows that same beat, with five letters spelling out Cacao in equal balance.

Feels good to be designing in the architecture space again. More to come!

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