WHAT IS INTENTIONAL DESIGN?

While projects are started with intentionality, they can quickly spiral into fulling isolated business problems or staying safe to fulfill a committee of feedback. Design with aesthetic but no substance. Intentional design in contrast means holistically looking at the overall organization and ensuring there's a solution that's grounded in the functional needs of the project as well as.

DISPOSABLE BRANDING IS DEAD

Almost every business owner and brand manager I chat with has a problem that goes something like this, “I’m stuck on a never-ending treadmill. When I started my brand, I believed in the value it would bring my audience but now I’m so busy trying to constantly keep up with where my audience is that I rarely get a chance to look at how the business is operating. Im stuck on an execution hamster wheel.”

Brands of all sizes fall victim to advice that you must go where the customer is and meet them on their terms. What this is missing from the real world is two parts, 1) that real brands rarely have a singular audience; often made up of vastly different types of people and 2) This advice never takes into account what happens when that target audience moves onto a new trend or aesthetic, leaving the brand to either pivot with a new rebrand or product extension OR start to feel passe and lose market share.

THE GLOBAL VS THE VERNACULAR

Language matters. Duh. Specifically language about who we're speaking to. A shift in globalization and social media has started to erase how we talk to hyper-specific audiences because we often fear if we don't speak to everyone, we'll miss an opportunity. This is the classic problem its

DEVELOPING AN OWNABLE PACKAGING SYSTEM IS ONE OF THE CHEAPEST LONG-TERM INVESTMENTS FOR A BRAND CONFIDENT IN IT'S PRODUCT

While design m