Interesting thing... Medium's branding is stronger than I thought. I didn't register that Minimalytic or Hookfeed were new projects and independent startups un

Interesting thing... Medium's branding is stronger than I thought. I didn't register that Minimalytic or Hookfeed were new projects and independent startups until the end, and still had to double check and then saw the very small text that mentioned "Small HQ". I interpreted the project names as being cute names for projects within Medium, not the product of an external company. It's a strange thing when the content screams "Medium" more than it screams the content. I suspect it has a lot more to do with the design consistency and experience rather than the words.