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MOTIVATION

Questioning as a Philosophy

When you think of powerful and impactful brands, they're different then other brands for a reason. Human nature is to see a problem and jump straight to the solution. Rather than jumping straight to a deliverable, design thinking considers the customer experience (CX) which means having empathy for their journey. This is followed by the define stage where you address the entire CX and identify potential solutions. While this philosophy takes time and patience, the results often pay dividends in brand equity.

CREATIVE DIRECTION

Project Strategy vs. Brand Strategy

Solving any design challenge takes time. If your company can answer the question "why do we exist," you have a solid foundation to build upon. The infrastructure that's built upon that foundation is your brand strategy. That should drive everything. Seriously. The strategy for any project must fit within the overall brand strategy. Defining any project strategy gets naturally easier to outline and address as time passes. This inevitably leads to solving those design challenges in a fraction of the time while delivering faster to market.