Hi, I’m Elan. I run a brand studio called Off-Menu, where we help startups turn what they do into something people actually feel.

Most branding advice is either painfully vague or weirdly condescending.

This newsletter is neither. It’s where I say the quiet part out loud—and maybe even make you laugh while doing it.

I write about the stuff that gets skipped in pitch decks and brand guidelines:

• Why nobody cares about your product (yet).

• What actually makes a story resonate.

• How to build a brand that feels inevitable, not just pretty.

Sometimes it's a spicy take. Sometimes it's a brand breakdown. Sometimes it's just me working out a half-baked thought in public.

But if you're the kind of founder, designer, marketer, or curious weirdo who cares about clarity, conviction, and doing things with taste—you're in the right place.