Archives: Thought

A romance between a temple dancer and a warrior conveyed through a four-act ballet. A twelve-song concept album depicting three girls’ interconnected lives in a fictional Michigan town. When we think about storytelling, we tend to associate it with media where the narrative is obvious. Yet it exists all around us, as one of the… Continue reading Nowadays: The power of storytelling

What Is Brand Strategy and Why Does It Matter? When developing a brand, it can be tempting to jump straight into design before defining a narrative. Name, logo, typography, and colors are often seen as the starting point, when in reality they are a result; strategy is the decision-making system that gives meaning to these… Continue reading Positioning Strategy: Building Competitive Brands

Intro “How-to” is a term we creatives have learned to approach with caution. Unlike a quick tutorial on changing a car’s oil, these are not defined truths that yield the same results time after time. However, there’s no mistaking that insights into success and guides like these allow us to expand on what we know… Continue reading How to Do an Honest and Successful Rebrand

The Moodboard as Visual Thinking The term moodboard was recorded in the early twentieth century, but the practice is far older. For decades, creatives have gathered images, materials, and common objects to capture a personality, intuition, or aesthetic direction. But moodboards are not a final work. They are a hypothesis: a preliminary territory where ideas… Continue reading Designing Moodboards with Intention