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I can confidently say writing an article on the importance of icebreakers was not on my 2024 bingo card. Why would it be? Icebreakers are whack. Nine times out of ten times, they’re an unexceptional combination of two truths and a lie, what’s your favorite ____, or defaulting to the three facts we all keep in store for ice-breaking occasions. We do them begrudgingly because they’re part of the introductory phase, but here at the studio icebreakers aren’t done at the beginning of a linear “getting to know the team” process.
Our icebreakers are done once every three months at the beginning of our quarterly all-team meetings. They’re the fluffy whipped cream on top of our ice cream Sundae before we spend the next five hours digging in with our heads down, reflecting, and setting goals for the next quarter. Except, beneath the fluff, our icebreakers are a startlingly deep reflection of how well we know ourselves and the teammates around us.
Our icebreakers don’t thaw the frost at the surface, they chip away at our glaciers of identity.
The game we play is a simple who’s who (or who’s what). The creator describes each team member in some capacity without revealing their name. Then we all vote on who we think is who and at the end, the creator reveals the truth. There’s not much to it. Yet, it somehow manages to be one of the biggest all-team highlights without fail.
I had the pleasure of running the icebreaker show this past all-team. As I am a girlie of the fantasy-loving variety, I chose to have my team guess which Game of Thrones Characters they were. One of the joys of this icebreaker is that not everyone needs to know who or what the person is they’re being compared to. It’s the creator’s job to give an oral or written description of the “characters” for everyone to go off of. This is where the team knowledge really shines through. Here’s a short run-down on the results this time around:
Oberyn Martell a.k.a Jake: Passionate about life, makes the most difficult things look easy, and thrives in chaos.
Varys a.k.a Seyi: Has a hand in every pot, has a calm stead-fast demeanor, and a true dedication to the people above all else.
Margaery Tyrell a.k.a Sarah: Settling every issue with creativity, unafraid to make bold moves, and skilled in endless areas.
Ned Stark a.k.a John: Has an unshakable moral compass, deeply values relationships, puts honor above glory.
Arya Stark a.k.a Ella: Fiercely independent, aspires to forge new paths, loves getting their hands dirty now and then.
It’s a simple game of great versatility and repeatability. You might notice some patterns happening based on how long everyone’s known each other. If you play it too early, it’s difficult. You don’t know everyone well enough. If you play is after a few months, it’s easy. You can call upon the surface-level characteristics we see come to light in people daily. If you play it once you’ve spent a year or several years getting to know your team, it’s hard again but even more fun. The more you understand people, the greater your ability to reference the nuanced parts of their character.
This icebreaker challenges us to reflect on the characteristics we associate and (hopefully) admire about those we work with. It compels us to reflect on our own traits and how they differ from everyone else.
It asks us how well we listen to each other and how deeply we see each other.
In a six-person team, knowing matters. It should always matter regardless of team size if you want to work authentically with creatives. Get to know us. We’re sensitive. It’ll empower everyone involved– I promise.
If you feel like getting deep with your team any time soon, this method comes highly recommended from the studio. Check out some of the icebreaker topics we’ve used in the past if you need some inspiration 🧊.
When Mark Zuckerberg coined "Move fast and break things" as Facebook's (Now Meta) early motto for informing internal design processes and product management, he encapsulated a bold, aggressive Silicon Valley mindset.
Over the years, this mentality has fuelled countless startups within and outside tech, encouraging them to innovate rapidly, prioritize speed over caution, and disrupt the status quo. But as we reflect on how commoditized, failure-prone and unethical many players have become, it's worth asking: Is this really the best approach?
A quick comparison that we can use to challenge this mindset is the "Second Mouse" strategy. Many of us are familiar with the phrase, "The early bird gets the worm..." We have been taught this all our lives and recite it to ourselves to elicit a sense of urgency in everything we do. But how many people know that the entire expression is:
"The early bird gets the worm, but the second mouse gets the cheese."
Understood in its entirety, the approach is a strategic one of waiting, watching, and learning from the mistakes of first movers, which can lead to more intentional and sustainable innovation.
Apple has mastered the "Second Mouse" strategy, and no other organization epitomizes this level of intentionality in comparison. Apple often lets others take the initial leap, allowing them to move fast and break things all over the place. It deliberately refines and perfects the concept, ultimately delivering a superior, customer-centric, and authentic product.
Let's dwell on this for a little longer to paint a vivid picture; consider the smartphone market. Apple wasn't the first to release a smartphone, but when the iPhone debuted, it revolutionized the industry with its user-friendly design and robust ecosystem. The same can be said for the Apple Watch, which entered a crowded market of wearables and swiftly became a category leader through thoughtful innovation and seamless integration with Apple's other products. And most recently, Artificial Intelligence. The entire tech and media industry kept going on and on about Apple being late in the Artificial Intelligence race and that they had lost their touch. Apple then did what they do with a clarity of identity again by launching Apple Intelligence, which contributed $215 billion to its market capitalization in a single day, a remarkable feat.
They constantly observe the market, identify flaws in the initial rush of others, and then innovate in a way that aligns with their brand's authenticity and the actual needs of the audience to be served.
The myth that moving fast and breaking things will always lead to success is debunked by the high failure rate of startups. Many rush into the market with half-baked ideas, neglecting thorough clutter research, user feedback, and iterative improvement. The fallout is often wasted resources and failed ventures. And we would not contribute to a mindset that does not serve for the long term.
Looking at how things constantly play out in today's world of creative sameness, our intention at a small studio isn't to move fast and break things indiscriminately. Instead, we move fast intentionally, breaking things for good by leveraging thorough due diligence to clarify our partners' identities. We ensure that anyone we partner with has to do the work needed to move forward with authenticity. We prioritize reflecting before projecting and only work with founders and business leaders who see its value.
Our creative operating system, Identity Architecture, which we pioneered in the design space, nudges our partners to embrace the "Second Mouse" strategy personally and professionally.
Working together, we question the trends, understand the clutter, observe early adopters' successes and failures, and then craft identities and solutions that are both innovative and authentically aligned. This meticulous approach ensures that our work isn't just fast, but sustainable, and impactful.
We know it is tempting to rush forward and break things in pursuit of innovation in today's fast-paced world. However, there is a credible case for the importance of intentional patience, observation, and thoughtful action.
So, the next time you feel the urge to dive headfirst into a new venture, consider the wisdom of the second mouse or seek out a partner like us who empowers you with a creative operating system to pause and reflect intentionally, to then project with authenticity.
"Sing a song full of the faith that the dark past has taught us,"
When I was 17, I decided I wanted to be an architect. I think we can all empathize with how special a moment like this can be for a teenager. After 12 years of school, I finally knew what I wanted to be when I grew up and I was excited to tell anyone that cared to listen!
Unfortunately, this proud memory shares space with an unfortunate memory of ignorance. Imagine me at 17 with a big smile on my face as I tell you that I am going to be an architect. Now imagine that your response was, "Why would you want to do that?There are no black architects. You won't make it." This, along with countless similar responses, came mostly from people who looked like me and a few who did not.
Actually, they couldn't have been more ignorant. It wasn't their fault that they didn't know their history. That one of the first black architects in the country operated right in downtown Cleveland. Most of us didn't know this. I didn’t know this. Regardless, as a teenager hearing those words, I couldn't help but feel discouraged and incapable. "Was I an idiot for pursuing such a dream?" I'd consistently ask myself this very question.
My response has always been the same throughout my life: "Maybe, but why not?"
This simple question has been a staple for me and can be tied back to every moment I've experienced success. I've never let ignorance, my own or others, stop me from pursuing something I felt called to do. From getting my master's degree in architecture at Kent State University to proposing to my wife and mother of my children, I would not be the man I am today if I had listened to ignorance. Instead, I've used my personal, familial, and cultural history to empower my approach to decision-making in an age of ignorance.
"Sing a song full of the hope that the present has brought us.”
One of the main reasons I decided to move back to Cleveland after 10 years was in response to that ignorance I experienced at 17. I wanted to make sure that ignorance was no longer an excuse. It would be impossible to speak those words that I heard because they would know their history. For instance, as soon as I moved back, my mentor, Justin Hilton, introduced me to his mentor, Robert P Madison. If you don't know, Robert P Madison was the first black architect in Ohio, and 70 years later, Robert P Madison International is the only black female-led architecture firm in Ohio. They have also designed some of the most iconic pieces of architecture in Cleveland.
Rocket Mortgage Fieldhouse by Robert P. Madison International
Stories like Robert Madison's need to be shared more because these stories can and have empowered many generations of black architects to pursue their dreams because someone paved the way ahead of them. My mentor and I both graduated as the only black person in our class. Robert P Madison empowers us to accomplish such a thing.
Juneteenth represents the day 'every' enslaved African American was liberated in the United States of America. I use it as an opportunity to remember those who came before me, like Robert Madison, to liberate every aspect of who I am so that I can live fully as I am. What a privilege that is. I will never take that privilege for granted and I encourage all of you to do the same.
For each of you, the history of liberation may look a little different; however, if each of you takes a moment to think of one person who paved your way for liberation, you may have a more relevant and personal understanding of this holiday.
You may also realize that we can do nothing on our own. Everything we create today is a product of many yesterdays.
“Facing a rising sun of our new day begun, Let us march on till victory is won.”
a small studio celebrates Juneteenth, not only as a black-owned creative studio but also as a studio built on the sacrifices of those who came before us. A responsibility we do not take lightly and will never use our privilege for selfish gain. This is why our mission stands the test of time as we continue to empower creative leaders to use their gifts to bring peace.
I leave you with the words of James Weldon Johnson, who used his gifts to bring peace in many ways. Let the Black National Anthem vibrate through your soul today as you celebrate liberation.
Lift Every Voice and Sing- James Weldon Johnson
Lift every voice and sing, Till earth and heaven ring, Ring with the harmonies of Liberty; Let our rejoicing rise High as the listening skies, Let it resound loud as the rolling sea. Sing a song full of the faith that the dark past has taught us, Sing a song full of the hope that the present has brought us; Facing the rising sun of our new day begun, Let us march on till victory is won. Stony the road we trod, Bitter the chastening rod, Felt in the days when hope unborn had died; Yet with a steady beat, Have not our weary feet Come to the place for which our fathers sighed? We have come over a way that with tears has been watered. We have come, treading our path through the blood of the slaughtered, Out from the gloomy past, Till now we stand at last Where the white gleam of our bright star is cast. God of our weary years, God of our silent tears, Thou who hast brought us thus far on the way; Thou who hast by Thy might, Led us into the light, Keep us forever in the path, we pray. Lest our feet stray from the places, our God, where we met Thee, Lest our hearts, drunk with the wine of the world, we forget Thee; Shadowed beneath Thy hand, May we forever stand, True to our God, True to our native land.
Late one night, procrastinating on a school project, doom-scrolling Instagram, a small studio’s summer internship popped up. I did some sleuthing on the studio’s ethos, but what attracted me most was honestly these newsletters. These captured the studio's energy in a way no amount of social media stalking or project analyzing could have, and I was sold. I decided I needed to apply, a moment of synchronicity of stumbling upon this opportunity and sensing it would somehow fit.
What set a small studio apart from all other jobs I’ve applied to thus far, was my immediate decision to let myself play. Perhaps because it was midnight and I was loopy, or I was inspired by the studio’s casual tone, but I wrote more of a stream of consciousness than a cover letter, and upon submitting, I texted a friend saying I just turned in the most unhinged cover letter I’ve written to date. But I had fun. I was strangely relaxed doing it, not a word I tend to equate with stressing about finding a summer job.
Right when enough time had passed that I thought it was safe to assume nothing would come of it, I got the congratulatory email that I would be moving on to the next step.
But wait–next step? Not just an interview?!
The panic set in as I read over the questions they wanted me to answer in a short video. At the same time, I had a wave of creative confidence that this might just be what I needed to shine, and that same feeling of let’s play returned. The stakes were slightly higher, but I was filled with ideas. The studio had thrown the ball back in my court; it was up to me to run with it.
I stopped trying to guess what a small studio wanted to see and hear. Instead, I leaned into what I would enjoy making for them.
When a small studio asked applicants these video questions, they gave us the upper hand to play to our strengths, challenging us to think critically about what we have to offer and how our strengths would mesh with theirs.
I will admit I found this four-step process frustrating at times. Especially when the third step, a social content charette, happened to coincide with my finals week. I wasn’t sure I would have time to make another assignment for a job I didn’t even have.
However, I was inspired throughout a small studio’s process because it was personal to them, as opposed to other applications where my task has typically been to write 750 words about why I want the position (I imagine this is just as boring to read as it is to write). So, while I sometimes wanted to tap out of a small studio’s process, I powered through.
The intensity of it all showed me I did care about the position. I was willing to put in the extra time and push myself to think in a whole new way–eager to put myself in a small studio’s shoes before committing to the position. This empowered me as a creative to get a taste of the agency and establish if I believed in them as much as they would need to believe in me. Spoiler alert: I got the job!
Since I started last week, the idea that has echoed around the studio is the power of being an anomaly. a small studio is an anomaly in a sea of agencies that undervalue creatives. Their sometimes scary, sometimes draining, but mostly exciting interview process let me know I was applying for a job where a team of people truly cared. They’ve continued to show their commitment, supporting me to shine as an anomaly alongside them.
As Designers, we care about every little detail—typography, color, kerning, corner radius, aspect ratios, and so many other little things that make big, beautiful, and impactful designs exist in the world. Our obsession with all of these and clients who need to approve the work leave us wrestling with self-doubt and self-criticism consistently. However, something small that can go a long way in strategically altering our mindset to be more resilient and enhance our performance is the strategic application of affirmations.
Affirmations are often dismissed as mere positive thinking, but they are rooted in substantial scientific evidence. Several studies in Neuroscience reveal that self-affirmation activates the brain's reward centers, enhancing resilience and mitigating stress responses (research paper, for the nerds out there). This activation is crucial for maintaining composure and creativity under pressure (sadly, most creatives live on pressure-island). Individuals who practice self-affirmation show improved problem-solving abilities, particularly under stressful conditions. This means that affirmations can enhance cognitive flexibility and adaptability, both of which are needed for success in the dynamic design field.
Practicing affirmation as a designer can help with receiving and internalizing continuous feedback. It can shift the internal dialogue from self-criticism to constructive self-reflection.To harness the benefits of affirmations, they must be carefully integrated into your daily routines. Here are a few steps for effective implementation:
Identify Relevant Affirmations: Reflect on personal and professional strengths. Craft affirmations that align with your individual goals and the broader objectives of your projects. Examples:
"I am a skilled designer, capable of innovative and impactful solutions." or you could go with "I am a Bad A** Designer, my work makes a difference."
Consistency is Key: Regular repetition of affirmations is crucial. Incorporate them into your daily routines, such as starting the day with a positive affirmation or reciting them before initiating a challenging project.
Leverage Visual Reminders: Place affirmations strategically to remind you of your strengths and goals. These could be on your desk, your MacBook wallpaper, your refrigerator ( if you snack a lot.lol), or even as notifications on your phone. Visual cues reinforce the positive messages and help maintain a constructive internal dialogue.
Let's be clear, incorporating affirmations is not about ignoring areas for improvement but about creating a balanced perspective.It's about acknowledging and celebrating successes, fostering a positive self-view, and nurturing potential. This balanced perspective is crucial for sustained creativity and innovation.
Affirmations are a powerful yet under-utilized tool in the designer's toolkit. By including affirmations in your toolkit, you will foster a more resilient and positive mindset, essential for thriving.
Talk yourself up and witness the transformative impact on your perspective and performance.
And if you are not sure you can be dedicated to getting affirmations done daily, here's another hack to set your mind going with confidence in the right direction, Music. Sarah has provided two that work wonders, so feel the vibe.
Happiness (not many are a fan of the word), but it does feel like the ultimate goal, the universal pursuit of us all. Whether conscious of it or not, we all chase this elusive emotion differently. But let's talk about a group of people who hacked the happiness code early on: Creatives.
As creatives, we are fortunate to have discovered our passion early in life. The joy we find in creating, designing, and innovating is unparalleled. Our art, our craft, has become a career that sustains us and nourishes our souls. It's akin to winning the happiness lottery. When a painter sees their vision come to life on canvas or a writer finds the perfect words to tell a story, it’s a profound satisfaction that transcends mere professional achievement. We don't just work for a pay check; we work because our craft brings a sense of purpose and fulfilment. The process itself, the brainstorming sessions, the bright-idea moments, the late nights spent perfecting the work, are inherently rewarding and provide us with a deep sense of satisfaction that many other professions might struggle to offer.
Despite being blessed with this fulfilling career, we are not immune to feeling jaded. The daily grind, client demands, and relentless pursuit of perfection can sometimes sap the joy out of the creative endeavors. Even the most passionate artist can hit a creative block, and the most enthusiastic designer can feel the sting of burnout. Our constant need to innovate and stay ahead of trends can turn the joy of creation into a stressful race against time. Moreover, the commercial aspects of creativity, such as dealing with 'interesting' clients, tight deadlines, and financial pressures, can erode the pure joy of creating. During these times, we need to redefine happiness and seek out new sources of joy. Taking breaks, seeking inspiration from new experiences, and reconnecting with the initial spark that led us to this craft.
Redefining happiness isn't about abandoning what we love but evolving with it. For us as creatives, this might mean exploring new mediums, collaborating with different minds, or simply taking a step back to breathe. Sometimes, stepping out of one's comfort zone and trying something entirely different can be incredibly refreshing. `New experiences can provide fresh perspectives and invigorate our primary creative pursuits. Also, collaboration with other creatives can open new avenues of inspiration and joy. As someone (I wish I knew) once wisely said, a change is as good as a rest. We can keep our passion alive and maintain happiness by continually evolving and seeking new challenges.
Happiness often lies in serving others. The act of helping someone else can bring a profound sense of fulfilment. Research shows that people who volunteer or help others experience greater levels of happiness. When creatives use their gifts to benefit others, they not only bring joy to those they help but also find a renewed sense of purpose and satisfaction in their work. For instance, as a designer using your skill to support a non-profit's campaign, you can find great joy in seeing their work make a positive impact. An illustrator creating art for a community project can feel deeply connected to the people being served. By focusing on how your creativity can serve others, you often find renewed purpose and a new kind of happiness.
"The best way to find yourself is to lose yourself in the service of others." – Mahatma Gandhi
Finding happiness is truly a journey, not a destination. The path often seems more apparent for creatives, but still fraught with unique challenges. By embracing new definitions of happiness and focusing on the joy of helping others, we can continue to thrive in our passions and live fulfilling lives. Remember, happiness isn't just about the grand achievements or the accolades. It's about the little moments, the acts of kindness, and the joy of creation.
So, keep creating, keep helping, and finding new ways to be happy.
Imagine walking through the streets of Ravenna (the city of mosaics), Italy. The buildings, plain and unassuming from the outside, hide a dazzling secret. Step inside, and you're greeted by the brilliance of mosaics – intricate, colorful designs composed of tiny tiles, each intentionally crafted to create a masterpiece. This ancient city, renowned for its stunning mosaic art, offers a powerful metaphor for Identity Architecture: our creative operating system for crafting a cohesive and authentic identity from small reflections and intentional actions.
Just as the mosaics of Ravenna are made up of countless individual pieces, a well-constructed identity is built from numerous small, deliberate choices and reflections. Each tile in a mosaic represents a thought, a value, or an experience, much like how each aspect of a brand's identity reflects the unique perspectives of its leaders, team, and stakeholders.
Mosaics are not only beautiful but also profoundly reflective works of art. They capture light, shimmer, and change as you move, revealing different aspects of their beauty from various angles. Similarly, an effective identity makes long-lasting visual and verbal statements. It is the result of looking inward to understand a brand's core values and unique characteristics. A process of introspection that allows the projection of an authentic narrative that resonates deeply.
Artists meticulously select and position each mosaic piece; nothing accidentally comes together. That's why they are stunning and endure for centuries. Through Identity Architecture, every decision about a brand- from the colors and fonts to the messaging and imagery- is deliberate and thoughtful, contributing to the brand's overall perception.
Like skilled artisans, we embrace planning and a deep understanding of how each element contributes to the whole. It is a comprehensive approach to ensure that our client-partners achieve resonance with their stakeholders. This cohesive and resonant identity is only delivered because we listen, distill, and translate the uniquely diverse perspectives (Vibe) of leaders, team members, and even their customers. This collaborative effort ensures that the final identity is meaningful and accurate to the essence of the organization.
The lessons from Ravenna's mosaics are clear: with intentionality and reflection, we can create identities as enduring and impactful as the ancient artworks in the Italian city. We are dedicated to the clarity of identity that Identity Architecture provides for our client partners, and we delight in the result daily.
Identity Architecture is a collaboration of discovery, impact, and authenticity that many organizations and individuals need. It delivers a broad canvas for telling compelling stories and connecting deeply with an audience, something we need a whole lot more of today.
Ding! 🛎️ Here’s the brief to your next design project:
Craft an athletic lifestyle brand targeting young Squash players.
Target Audience: Child Athletes & Parents
Expected Deliverables: Full brand suite [Logoset, Typography, Color Palette, Patterns, Icons] and appropriate physical applications
Timeline: 4 Weeks
Good luck!
Back when I was studying Graphic Design in college, this was a typical kickoff to any design project. I remember loving facing a fresh design brief where the expectations were unwritten and the possibilities of brand designing were literally unknown. We could design anything with the design briefs we were given because the reality of it was, the only real target audience was myself, my portfolio, and my professor.
Now imagine graduating and suddenly working as a professional designer. This brief came across your desk, and you receive no other information than what is stated above. Do you think you would be as thrilled?
I’ll let you in on a little secret: Brand design is not subjective. Believe it or not, there are correct answer(s) to every design question or challenge. If a designer is ever feeling the need to guess what the client or target audience wants, a flag should be raised.
IdARCH is a small studio’s secret sauce when cooking killer brand identities. Every organization who partners up with us kicks things off with an idARCH workshop, a two-day deep dive into the soul of their company. By the end, our partners come out with a clear picture of what makes them shine. And it's not just awesome for them – us designers get a major boost too!
After the idARCH workshop, our Narrative Lead and copy-writing WIZARD, Seyi, takes control by chatting up the clients and key players. All of those juicy insights from the workshop facilitated by our Principal and Identity Architect, John B Johnson, mixed with a series of stakeholder interviews, get refined and translated into an Identity Narrative. This narrative is like the Holy Grail, mapping out everything from the client’s positioning, tone of voice, audience, and collaboration blueprint- basically, a verbal identity narrative with all the unique perspectives (vibes) to guide an authentic visual identity development process.
As the Brand Designer, I get handed this gem of a narrative, and that's where the real fun begins. I get to fully say goodbye to the guessing game. The Identity Narrative gives me a solid foundation and clear direction for every decision for the visual identity. Whether it’s crafting logos, picking colors, choosing fonts, or weaving in patterns and textures, the Identity Narrative acts as my new design brief, ensuring every choice is on point with the brand's vibe.
Back in college, the lack of real stakeholders who actually care about their brands left me feeling like I was shooting in the dark. But designing with idARCH in my artillery, I've got a light that guides my creativity. The crystal-clear guidance of the Identity Narrative wipes out uncertainty and lets me focus on what I love most – whipping up designs that are distinctive and resonate with the brand's essence.
For the clients, the perks are just as epic. They score a cohesive brand identity that screams who they are and everything they stand for. The idARCH process ensures every deliverable is rooted in their story, making the final brand not only easy on the eyes but also deeply meaningful.
IdARCH completely bridges the gap between brand strategy and design. For young designers like me, it’s like hitting the jackpot – a structured yet flexible framework that ditches the guesswork and fuels creativity. Next time you dive into a brand design project, think about how much better it could be with a clear, concise source of truth like the Identity Narrative. Trust me, it’s a game-changer.
As you read this edition of Ding!, the one expression we would love to be your biggest takeout is this;
"Doubt is a mile wide but only an inch deep."
Pause and reflect on that statement for a while because doubt is nothing but a pesky inner critic that whispers, "You're not good enough,” right when inspiration strikes, or when you are on the verge of trying something new, or most often when things do not go as planned. We've all been there, and no one is exempt, from the freshly minted creative mind to seasoned creative geniuses.
We just had to put this edition out, as a defiant "Victory Salute✌️" to those battling that dreaded feeling. Most importantly, it is also a special message to all the talented souls who feel like they didn't snag the coveted internship with us at a small studio. Under no circumstance should you let a little rejection dim your spark. Every "No" is a step closer to a resounding "Yes!" in the direction that will best influence your life's story.
Just so you know, the brilliantly talented Jake Lawall on our team also applied for an internship in 2022, and he didn't get it. He didn't let the “doubt” from that hold him back in any way; he re-strategized and reflected a lot more on why a small studio was where he wanted to be, and immediately a full-time position opened up. He applied again, and no one on the team could ignore his dazzle. Jake is now playing a role in raising standards of excellence for all our partners while having the time of his life.
We didn't intend for this edition to be a pick-me-up, but sometimes, hearing or reading certain words just does some magic for the mind. Here are more words from minds that have found ways to slay their doubt, and till this very day, the world can’t get enough of their timeless wisdom;
"If you hear a voice within you saying you cannot paint, then by all means paint and that voice will be silenced." -Van Gogh
According to this phenomenal artist, you need to embrace the rebel within and combat doubt by continuing on the path of doing what you love.
"You may encounter many defeats, but you must not be defeated." -Maya Angelou
Ponder this for a moment, what's a masterpiece without a few drafts in the trash? How do you have an incredible story to tell if there were no twists and turns adding to the intrigue?
When you become aware of doubt, it becomes a whetstone you can use to sharpen your creative journey. Wield it intentionally by applying smart work, tenacity, and an unwavering belief in your passions.
Dear dreamer and doer, ignore that voice of doubt. Keep creating, keep shining, and keep being yourself.
The feeling of doubt might feel wild and wide, but it's not that deep; Pay it no mind at all.
We are currently buzzing at a small studio because of a project we are working on. John would call it a dream project because it's something big for the skyline of Cleveland, Ohio (his hometown and the designated HQ of a small studio). It's an architectural marvel for which we have the distinct privilege of collaborating with the visionary founder to build its visual and verbal identity from the ground up. Upon completion it will transform the perception of a rustbelt city roaring back to life, and we are so here for it.
This project (which we can't wait to spill the tea on) involves blending beautiful design with function like never before. It will deliver sustainable spaces that are not only seen but genuinely experienced. It has inspired this edition of Ding! Let's face it: Beauty has transformative powers- a natural force that tends to captivate and connect while functioning. Dostoevsky (the novelist) once said;
"Beauty will save the world."
And we believe firsthand that things must be beautiful while serving a purpose. So, we always find innovative ways to merge beautiful design with practical applications. Let's look at some moments through time where beauty and function intersected seamlessly to save the world (in some little-big ways).
Stefan Sagmeister, commissioned by the DUMBO Improvement District in partnership with Two Trees Management Co and the NYCDOT Urban Art Program, designed the iconic 80-foot-long murals on the Brooklyn-Queens Expressway underpass, featuring a simple yet powerful "YES" that transformed a mundane transit space into a cherished landmark. The mural, illustrated by the multitalented Yuko Shimizu, did more than beautify a space; it made it a destination, enhancing its value and meaning to the community.
Similarly, the High Line in Manhattan transformed an obsolete rail track into a vibrant public space, another prime example of beauty melding with utility. What was once a dilapidated structure and high-crime area is now a living-breathing urban oasis with a crime rate that has plummeted to nearly zero. The High Line didn't just bring greenery to an industrial part of the city; it spurred a wave of development around it, proving that beautiful design catalyzes urban regeneration.
It's impossible not to also spotlight London's famed 'The Shard'. When it was proposed, it faced many naysayers who doubted its necessity and debated its potential to overshadow the rich historical tapestry of London. Yet, upon its completion, it did not just transform the London skyline; it redefined it. Towering over the city at an impressive 309.6 meters, the tallest building in the UK and a beautiful beacon of modernity. The English Heritage (a charity that cares for over 400 historic buildings, monuments, preserving the story of England), said it would be;
“A shard of glass through the heart of historic London.”
Ironically, Renzo Piano the architect found this criticism inspiring and named the building ‘The Shard’, implying a "shard of glass" piercing the sky. Honestly, it is a metaphor that perfectly captures the building's sharp, sleek lines, which slice through the horizon, reflecting the city's ever-evolving nature.
Every project we have mentioned, and the one we are currently executing in Cleveland, Ohio, which we are bursting at the seams to share, epitomize our belief that;
Design must live, breathe, and function within the ecosystem it inhabits.
The first set of words you see when you land on our website, are; "A design partner as steady and efficient as your breathing," and those words sum up our approach of executing naturally for all our partners- something we do with a bias for beauty that serves.
We're on a streak of sorts with Ding! If you noticed, it is just our vibe at the moment. We've shared about the need to break the system, choosing to travel the lonely road, and elicit visceral reactions with our piece, make them cry! We will be doing you, our dear creative reader, a disservice if we don't share this last essential element of any Creative rebellion with you, i.e., the need for a theme music that empowers you to go forth without fear.
Every superhero has a theme song, and so should every creative. Think of Batman's imposing score or Wonder Woman's battle-ready tune; these aren't just background sounds but moment amplifiers that resonate with the core of their missions and essence. The right music will shift your mind into a more productive state, enhancing your ability to tackle challenges with renewed vigor and clarity (we all freaking need that).
Throughout history, icons have turned to music to channel their energies and focus their minds. Did you know that Albert Einstein attributed some of his brilliant theoretical insights to his love for Mozart and Bach? He even once famously said,
"If I were not a physicist, I would probably be a musician. I often think in music. I live my daydreams in music. I see my life in terms of music." -Einstein
Many more creative innovators credit particular Bob Dylan songs for their most productive moments of reflection. Theme songs are not just casual preferences, they are deliberate anthems to motivate the mind and spirit into action.
We've said this before, and we will say it again, louder: At a small studio, music matters immensely to us. Sometimes, the intention(vibe) of an entire week is set off of a song on Monday, and it permeates everything we do that week. Music is not just a backdrop for our work; we deploy it as a driving force for creative exploits. Loads of scientific research underscore this sentiment too, revealing that the right song can significantly boost cognitive abilities, enhance concentration, and even improve mental health.
What is the soundtrack of your creativity? What music has the vibe to draw strength from? Having a personal anthem (or playlist) can be the key to unlocking your highest productivity and most profound level of creativity. Start by finding that one track that fills your soul with the urge to create, innovate, and lead change.
Dive deep into the musical archives and unearth the sound that defines you. Whether it's something from the complex jazz rhythms to spark your strategic thinking, soaring orchestral notes that guide your design instincts, or the beats and poetic cadence of Hip-Hop that drive your coding skills, there is a sound that resonates with the vibe of your creative spirit, go find it!
In the remixed words of the great Baz Luhrmann on Sunscreen-
“Ladies and gentlemen of the 57th edition of Ding! Find a theme song!
If we could offer you only one tip for the future, a theme song would be it. The long-term benefits of a theme song have been proven by scientists.”
Find yours, and it will propel you to be unstoppable, and when you do, share it with us.
Robert Frost (the poet) once stood at the crossroads of the metaphorical forest where paths diverged, contemplating the roads before him. His choice? The one less traveled—a path that resonates deeply with Who we are at a small studio. Our compass of being is not just about creativity but a sense of identity, a child-like state that's the guiding light that illuminates our path.
Countless design studios chase after the next big client, sacrificing their values and diluting their identities. However, we have chosen a different road that demands courage, conviction, and an uncompromising dedication to authenticity.
Our curiosity is boundless like a child discovering the world for the first time. Our approach is to empower the next generation of creative leaders, and we can’t back down from that path.
With each project, we embark on a journey of self-discovery, challenging ourselves to push the boundaries of what is possible while retaining the capacity to find joy in the simplest of moments. Our restless spirits thrive on the thrill of the unknown, constantly seeking new ways to redefine the art of verbal and visual storytelling for all of our client partners. Where many chase after fleeting trends, we build identities meant to last, inspired by the timeless curiosity of the mind of a child.
We vehemently reject the notion of cookie-cutter solutions. Instead, we immerse ourselves in our partners' unique narratives with wide-eyed wonder. We even trademarked an entire creative operating system, Identity Architecture to ensure we consistently follow this path. Through this process, we consistently deliver visual and verbal expressions deeply rooted in the soul of any brand.
Empowerment is a critical piece of our identity, so we will always foster and nurture the wonder within each of our partners, so that they can operate independently long after our collaboration. We equip them with all the clarity they need to maintain their identity, and execute with exceptional self-awareness.
As the world of design, communication, and identity continues to morph into a commodity of sameness, one thing gives us all the confidence to believe in the decisions we make: Robert Frost's words:
"Two roads diverged in a wood, and I took the one less traveled by, And that has made all the difference."
Stay true to yourself; it makes all the difference! ✌🏼
How often has the sole purpose of your job been to make people cry? That seems like a ridiculous question, especially given that you are reading this content from an Identity-Driven Design Studio and not a medical institution or some other spooky service provider. But let's sit with that question for a moment.
One of the things I have seen constantly happen from being a part of a small studio is the incredible fact that we make our client-partners cry! Yes, I said it!
We provide so much profound clarity that they can't help but have a visceral reaction.
I have witnessed the founder of a multimillion-dollar company shed tears of joy in clarity as he spoke about what the Identity Architecture creative operating system did for him and his organization. He admitted that he intended to sell the company he ran before he went through the process. But after the thorough framework of reflection and discovery, everything aligned with intense clarity for him. He felt a new form of ownership for his company and was empowered more than ever to take it to the next level. It is a peaceful sight to witness founders answer the critical question, "Who are you, really?"
The Peace it gives them is beyond bliss.
Last week, another key leader of an organization we took through the workshop piece within Identity Architecture, through tears, admitted to having more clarity in 8 hours of working with us, than in 12 years since he's been building within the organization.
Can you imagine that? More clarity in less than 24 hours of working with us than in several thousands of hours invested in building from the inside.
The two instances above do not exist in isolation. They are a few of many I have witnessed through Identity Architecture. Our work with our partners remains one of the most important ones in the lives of founders, leadership teams, or even design teams.
People need clarity in love, faith, work, basically in every sphere of life.
And we have found an effective-replicable way to ensure all our partners attain it seamlessly.
Our mission is to Bring Peace! And we make it happen every time we take our partners through Identity Architecture with tears of clarity!
Start some small talk with us and share this with those you care for.
At a small studio, we've been on a mission to empower the next generation of creative leaders with the skills they need to truly stand out and forge a distinctive identity. Because? Traditional education systems need to be improved, and designers should stop being trained to blend in rather than embrace what makes them unique. Through our over a year-long discourse in "Ding!", we've dissected, embraced, and celebrated the essence of creative divergence. Yet, as we pivot to a future brimming with potential(s) untapped, it's time for this unapologetic call: "Break The System."
From day one at design school or other institutions, students are indoctrinated into a prescribed way of thinking and creating. They learn the "right" way to use design software, the "proper" design principles, and the "accepted" aesthetics. Conformity is rewarded, while divergent thinking is often stifled.
The result? An assembly line of creatives churned out each year, armed with technical skills but needing more self-awareness and confidence to be creative visionaries. They know how to use the tools but not how to wield them in service of a bold, authentic vision.
This is where we come in with "Identity Architecture," a trademarked process coined and carefully cultivated to challenge the status quo. It is our creative operating system designed to elevate design beyond the commodity to a catalyst for personal and collective transformation. With Identity Architecture, we continue to see incredible impact when creatives are empowered to architect their distinctive identities with clarity of self.
Identity Architecture is deployed to listen, distill, and translate unique lived experiences in a manner that pushes creatives to go inward first (reflect), to interrogate their inspirations, values, and perspectives, and to marry the tactical with the deeply personal. Only then can they produce work (project) that is more than just aesthetically pleasing but resonates with conviction and their soul.
We empower creatives to become one of none, renegades to a system built on sameness and conformity. We encourage them to embrace the mashup of influences that make them unique and to always be bold in breaking the rules in service of something distinctive and impactful.
The world doesn't need more creatives who blindly follow trends or live in fear of taking risks. We need visionaries with the courage to challenge norms and create culture-shifting authentic work that opens eyes and minds. We need breakthrough designers with the skills to support—and the identity to drive—true innovation with purpose.
The future belongs to those with clarity of identity. And we're making sure they're ready.
In June of 2023 (last year), the entire team flew from around the world to Cleveland, Ohio, for our annual retreat. The great City of Cleveland is the hometown of John B. Johnson, Principal and Identity Architect of a small studio. John has been trying to get all of us to move to Cleveland or even visit, and it finally happened in June.
Exploring the historical city was a beautiful experience for us all, but little did we know that this trip was also the beginning of John's journey of a lifetime. He had just run the Cleveland Marathon and qualified for the Boston Marathon two (2) weeks before our visit; at 35, he was in the best shape of his life.
While in an incredible and tastefully furnished Cabin in the woods, John got a phone call that practically transformed his reality as a husband, father, and leader. Everyone on the team had no idea what conversation John was having on the phone; Cleveland's hospitality enamored most of us, so we didn't notice.
The fact that that phone call came in while we were all in Cleveland was nothing short of a miracle because he called us all together as we were having a moment of deep reflection, and he said;
"My Doctor just called and confirmed that I've got Stage 2 Colorectal Cancer."
We all froze in disbelief, this couldn't be happening to John. Is this some prank? We knew deeply it was true because we didn't know John to play pranks of such magnitude. Most leaders would have kept this from their team, but John operated with Radical Transparency, a core value of a small studio. So, keeping his team members in the dark differed from how he worked or saw the role of leadership in the world.
Despite his diagnosis and the restlessness that must be welling up within his soul at this time, John insisted on ensuring we all had a swell time in Cleveland. He didn't let any form of pity creep into the atmosphere to influence his team. He operated with integrity and intentionality; honestly, that must have been a lot to carry.
Throughout the remainder of the year, John had to undergo Chemotherapy, which left him often tired and without a taste in his mouth, but he still showed up for meetings and wanted to empower anyone on the team in the best way he could. His wife (Sarah) was pregnant with their second Child, and John still found a way to be present while carrying a cross that very few people could endure.
Today, in 2024 as you read these words, John has been given a clean bill of health after a year of significant Chemotherapy and several treatments by the best doctors at the Cleveland Clinic. He is finally Cancer-free (what a relief)! He also welcomed his second child a few weeks ago (an adorable boy). Just know this, his journey of transformation has influenced how we at the studio see leadership. John was an exceptional human being throughout everything, and now he stops at nothing, telling anyone and everyone to get checked, because early detection will save a whole lot more lives.
We share this today because March is Colorectal Cancer Awareness Month. So please get checked as early as you can. Colorectal Cancer is the number two cause of Cancer deaths in the United States.
If you are still reading this, you love us at a small studio, go show John some love.
That never has and likely never will be an acceptable answer to these questions:
What’s your dream project?
What type of creative do you want to be?
Where do you see your career in 5 years?
It's dismissive. Lazy. Careless. Crass. Never is “I don’t know” seen as curious.
But it should be– for someone with one year of experience, with five, with 20, even 30. In the creative world, in the world at large for that matter, there is such an emphasis on knowing. It kills us not to know, let alone to be at peace with it.
“I don’t know,” is always considered unconsidered. It’s never thought to be an intentional answer. An open-ended, curious answer. One that purposefully leaves the door open for a different type of response.
When we aren’t thinking about whether our dream project revolves around branding or advertising, it gives us room to think about whether our dream project is one of learning or mentorship. If we aren’t thinking about whether we want to be a motion or product designer, we have time to think about being the type of creative that perhaps doesn’t dream of work at all. Maybe when someone asks us, “Where do you see yourself in 5 years?” and we say, “I don’t know,” it can mean we want to explore, play, and go where our creative curiosity takes us– of course, we wouldn’t know where that would lead us in 5 years.
I’m speaking as an emerging creative. As someone who finds these questions, and more importantly, the common bullet points of expected responses to be frustrating and limiting. There are times when I’ve sat down to think about these questions that have caused such a feeling of a tightening and constriction in my chest that I thought surely the answer would have leaked out by now. But it hasn’t.
It remains a single drop of water in a cloth– impossible to wring out.
That’s okay. For now, I don’t want to know. You don’t have to know. We can be selfish and not answer those questions. We can want to edit videos, create motion graphics, design a website, make social media posts, and build a brand. We can learn how to work in a small studio and a large one– one that’s in-person and remote. We can design in-house, outside the house, and at the neighbor's house. We can be mentored and mentor. We can experience different industries at their peaks and their lows. We don’t have to have everything about our careers figured out before our frontal lobes are developed. We can turn “I don’t know,” into something meaningful to strive for rather than a no checkbox on a recruiter's interview notes.
“Time is long but life is short.” - Stevie Wonder
We have the time to figure it out. The answers won’t pass by us today, tomorrow, or the day after. But they might the day after that, and the next day, and the next if we don’t seek out the experiences we want when our curiosity demands it of us.
Maybe by the time I’m ready to retire and I’ve added countless drops to the cloth that is my career– by the time I’ve had 15 jobs and a constellation of experiences to guide me, I’ll be able to wring out a cloth dripping with answers. But not today. Today, Idk ✌️.
We love every edition of Ding! equally, but this one hits different for us because of how deeply we care about the design community. In the ever-evolving landscape of design and business interactions, the brightest sparks are those who navigate their paths with a torch of passion, illuminating the way forward (an inner fire that seems inexplicable). As the summer months are on the horizon and many Designers will be looking to get their first-hand work experiences, we dedicate this edition of Ding! to you, the emerging designers, standing at the precipice of your futures, deciding which path to take. We dive into the essence of choosing a career path that resonates with your inner fire to avoid the looming shadow of burnout.
Misalignment burnout is a spectre that haunts the corridors of the modern workplace, emerging from the disconnect between one's job and personal purpose. As underscored in a thought-provoking piece by Forbes (which John found and passionately shared), this condition transcends mere occupational fatigue; it represents a profound misfit between one's professional role and intrinsic motivations. The toll is emotional and physical, with potential long-term consequences for health and well-being.
So, how do you "Dodge the Burn"? The key lies in forging a career that demands your skills and speaks to your passions and values.
For emerging talents in design and business, this might mean seeking roles that offer creative freedom, opportunities for innovation, or the chance to make a societal impact. It's about finding that sweet spot where your work doesn't just fill the hours but fills your spirit with enthusiasm and purpose.
The journey of alignment begins with introspection. Ask yourself what drives you, what causes you love to champion, and what problems you're passionate about solving. Then, seek out environments and roles that align with these passions. Remember, a career aligned with your passions is a support system against the pressures and stresses that lead to burnout.
This principle applies across the spectrum of professions. Whether your arena is creative design, strategic business development, or innovative tech solutions, aligning your career with your core motivations is your safeguard against burnout.
The landscape is ripe with opportunity for you, the rising stars in design. Today's landscape demands innovation, creativity, and leadership—qualities that thrive best in environments where passion is the fuel. As you step into whatever role you choose, nurture your inner fires. Seek out mentors who inspire you, engage with projects that challenge you, and never stop pursuing what genuinely excites you.
Most design studios or design leaders might not say this, but we will because it aligns with two of our core values (Radical Transparency and Creatives-First): let "Dodge the Burn" be more than a mantra to you; let it be the guiding principle.
As you navigate your career path, keep your passions as your compass, steering you toward roles where you can indeed be authentic.
In doing so, you'll avoid the pitfalls of burnout and embark on a fulfilling and sustainable professional journey.
As an emerging designer, the future is yours to shape. May your choices be guided by passion, your challenges met with resilience, and your successes fuelled by the fire within.
Here's to dodging the burn and lighting the world with your unique spark.✌️
Can you believe it's been a year since we first chimed in with Ding!? Time flies when you're having fun—and, we had a lot of that exploring the beautiful worlds of design and identity together.
Remember our dive into the Remixing Nature of Creativity, where we learned that the most original ideas often spring from unexpected combinations? Or how we stumbled upon the magic of Serendipity and how embracing the unexpected can lead to design gold? We even dared to fight the bland with a product of our Just Because Week- Wunderbread, reminding everyone that design can move minds(or at least elevate your everyday experience and feelings).
But Ding! was and will always be about small, but intentional big-picture thinking with people at the center. We celebrated the power of small wins in The Value of Celebrating, explored the intricacies of typography in Just My Type, and championed the cause of Design for Good. We even prepped you for the mobile-first world with a gentle nudge to Think Mobile.
We didn't stop there; we opened up (as always)with Vulnerable Brilliance, explored the marathon (not sprint) nature of creativity in My Creative Marathon, and tackled the elusive concept of Creative Fluency. And also reminded you why we dare to Bring Peaceto the world, one design project at a time.
Leadership got a design makeover from us in Designed to Lead, we reminisced about the joy of saving inspiration in I Saved It. Took the fear out of Type Design and offered tips for building Killer Folios to showcase your design prowess while we planned Designers are Scary!
Finally, we ended on a high note, expressing our Love for you, our amazing reader, and acknowledged the Founder's Dilemma (because we empathize deeply with our partners). We then explored the power of a well-chosen name in What's in a Name?, because it is the first word of your story.
Phew! It's been quite a ride!
But this is just the beginning. We're more excited than ever to keep exploring the ever-evolving world of identity and design with you. We've got new ideas brewing and can't wait to share them with you.
So, stay in the zone with us, because Ding! Promises to be even more informative, inspiring, and whimsical.
Thank you for being a part of our journey. We wouldn't be here without your eyes on these words.
Here's to another year of using our gifts together, to Bring Peace
"What's in a name? That which we call a rose by any other name would smell just as sweet." William Shakespeare wrote those words in Romeo and Juliet to emphasize the unimportance of names, but we respectfully disagree.
Across the globe, naming is enveloped in tradition and significance. In African cultures, a name is a prophecy, encapsulating the individual's hopes, dreams, and life path. Similarly, in Native American communities, names are bestowed through ceremonial practices, reflecting the individual's character and anticipated journey through life. Couples consistently deep-dive when choosing the name for their newborn because they want it to be a choice that matters.
John Johnson, Principal and Identity Architect of a small studio just had his second child last week, and of course he and his wife had an extensive and intentional deliberation towards choosing the name of their baby. They wanted to provide him with a guide post to look back on; an identity from which he can continue to live life on purpose, and they achieved this brilliantly with the name they agreed upon (John can give more deets on that).
Let's face it, your name is the first word of your story, a prediction in summary.
An indication of the future and the journey ahead, so it is not a dismissible bit of identity. Extensive research confirms the outsized influence that naming wields over impressions and outcomes. Several linguistic psychologists argue extensively that brand names with appropriate linguistic symbolism and suggestive meanings increased positive consumer perceptions by over 50% compared to generic names.
The chosen name sets the tone and trajectory for individuals and companies alike, subtly yet profoundly transmitting the core of who you are and what you stand for to the world.Like a resonating symbol, a name can elegantly yet loudly whisper suggestive hints of the unfolding journey ahead.
Naming is both an art and a science, and we really enjoy collaborating with founders across industry verticals to discover the right one for their journey.
Through our creative operating system, Identity Architecture, we carefully extract founder and team insights, elaborately establishing the brand's core values(anchors), target audience, and strategic positioning. With all of the information garnered, we conduct linguistic analysis, cultural context expansion, and market trends study to craft meaningful, memorable, scalable, and, most importantly, authentic names.
We rarely stop at just the name; we extend our expertise to developing a comprehensive visual identity, tone of voice, and strategic positioning. By translating these elements into digital and physical brand assets, we ensure that the name is not just a label but a narrative that unfolds across every brand touchpoint.
Being a founder is one of the most complicated and challenging decisions anyone can make. It is a whirlwind between product development, finding product-market fit, securing funding, and building a team.
The decisions and hurdles to overcome are gigantic. So, it is easy for most founders to ignore the importance of crafting a clear visual and verbal identity early on. Most founders always say, "I will get around to that much later," but that oversight is a significant missed opportunity that costs a lot more in the long run. An early establishment of the soul of what you are building, ensures the existence of a vibe that makes instant impressions.
First impressions matter, and your startup needs to be on a frequency that attracts and sticks. A cohesive visual identity (logo, website, color palette) instantly conveys professionalism and trustworthiness. Think about your favorite brands; their digital or physical assets tell a story before a word is spoken.
Visuals are incredibly powerful in the world we live in today, but the real identity amplification happens when you pair the visual identity with a compelling verbal narrative. This isn't just about a fancy tagline; it's about capturing your essence in clear, concise language that resonates and exudes clarity. Remember, you're not just selling a product; you're offering a solution to the pain points of people, and your messaging needs to reflect that. A memorable identity builds crucial emotional connections by conveying the essence of what a company stands for in a way that mere data and features cannot.
In an increasingly cluttered and competitive marketplace, establishing a distinctive identity (visual and verbal) cuts through the noise to attract investor and customer attention. A well-thought-through visual and verbal identity screams, "We've got our act together," making you a more attractive prospect for funding. Investors are betting on your potential, and a clear identity demonstrates your vision and execution ability.
"Since the Identity work we did with a small studio, we've raised nearly $40 million in venture funding"- Founder, Overflow
When done strategically, a brand's identity makes the intangible tangible. Don't wait for success to find your vibe. Start building your brand identity early, and watch how it opens doors, connects with your audience, and fuels your fundraising.
The bottom line is; you're not just a startup; you're a story waiting to be told. Find a partner who can articulate your visual and verbal story (identity) the most authentic way possible.
The love affair between creatives and our work stems from expressing our identity. We feel most "ourselves" when immersed in the flow state of designing (is that sad or just divine?). Our work becomes a natural extension and expression of who we are; we channel our identity through colors, shapes, and words on whatever canvas or channel we deem fit- honestly, it is rewarding and consuming.
Today, on Valentine's Day, we are sharing collective and individual perspectives on dealing with this chicken-and-egg feeling. So, you will see quotes from many team members on how we deal.
The dynamic plays out interestingly, with us continuously finding profound validation in our creations. Praise, awards, and even the silent satisfaction of a well-done job, igniting inner desires (our partners can only compete). Leaving us feeling intensely passionate about being lucky to live a life of purpose and endless passion.
"The hard part is figuring out the work you truly love to do. Once you figure that out, loving others through your work happens effortlessly."-John.
Relying solely on work-related validation can create a precarious emotional ecosystem. Research by Brené Brown, a leading expert on vulnerability, highlights the risks of confusing professional self-worth with personal identity. When our self-esteem becomes dependent on external validation, especially from work, we leave ourselves vulnerable to fluctuations in the professional landscape. A negative critique, missed deadline, or shift in project priorities can send us into an emotional tailspin.
"Honestly, the way I get completely engulfed in a design project is scarily similar to what it feels like to be utterly infatuated with someone… If I spend too much time working on a brand, I start to think about it constantly, incessantly bring it up around my friends, overthink every step of the process, have a falling out with it, rediscover the love, become possessive, & eat an entire tub of ice cream when the client rejects it."-Jake
It is easy to say that balance can be achieved, but it is challenging because, as creatives, we pour an insane amount of passion into our work as a reflection of our core values. We exist to craft things that amplify our purpose in this world. The biggest challenge lies in balancing this intrinsic validation with the human need for connection. While it's true that professional success can be fulfilling, it's crucial to remember that love, in its most authentic form, extends beyond accolades and achievements. Cultivating relationships outside of work, engaging in diverse interests, and fostering a sense of community are essential to building a well-rounded identity.
"I don't think there's a particular trick or cheat code to it. Work (even beloved work) and the rest of life are like two rooms next to each other in my mind. If you're intentional about it for long enough, you'll start subconsciously turning the light off and closing the door when you leave one room and go into the other. "-Ella.
So, dear creative, this Valentine's Day, design a new narrative. Design a life filled with love, not just in your work but in the connections you nurture, the passions you explore, and the self-compassion you cultivate.
"When I got engaged, I couldn't wait to tell my team! That's part of what makes a small studio so special; we share what we're up to outside of work and hold space for life events, no matter how big or small."- Sarah.
Remember, a fulfilled, loved-up designer is not just a happier individual but also a more powerful one, capable of crafting experiences that move, inspire, and truly connect with the world.✌🏽
There comes a moment in all growing organizations where the debate begins to rage internally around hiring a role vs contracting one out to a service provider. A lot of arguments get weighed when making this decision; cost to hire, turnover problems, culture fit, and scale goals. While all valid, there are other considerations that may not be discussed when the crucial point of making a decision looms over you and your team. Here are some rarely considered reasons to question hiring a designer in-house compared to approaching a professional services provider, all with very real world implications to your business.
The unskilled vs skilled manager
It is common human instinct to get defensive at the comment that one may be unskilled in a certain capacity but it is the elevated professional who can clearly draw lines around one's own skill sets within their organizations competencies.
There is strength in vulnerability and one place this is so often miscalculated is in admitting that a skilled person requires other skilled people to become the most productive contributor to any team.
A great analogy would be a quarterback playing for a football team and taking offensive coaching tips from a veteran lineman. There are going to be plenty of parallel strengths to be shared in both roles but ultimately you can not replace the expert guidance of a veteran quarterback. A team looking to win is going to acknowledge their lacking managerial wisdom and move to correct it, a losing team is going to expect their quarterback to carry the team with the tools available.
In all of my years working with skilled professionals, rarely do I see this analogy so commonly represented within the roll-out and management of a designer within an organization. Companies usually get to a place where they need to hire a full-time or a solo freelance designer but ultimately this decision leads to a minefield of hidden problems that may take months to uncover.
A good example of a crucial mistake an unskilled design manager often makes is in regards to setting timelines and limiting creative expression within the process. So often professionals not accustomed to creative problem solving approach all problems with a deadline mentality. “Problem A needs solving by March 3rd so that we can ensure Problem B doesn’t impact Goal C”. Standard common management logic, while not flawed in practice, simply fails to leverage the true gifts of why a creative problem solver has been assigned to the team. The real approach here is to allow the designer to ideate, iterate, and experiment with paths to a goal without the walls of logical restriction impeding creativity.
The gift that a creative designer brings to the table is in driving forward unconventional thinking as the primary component of the solution. If problem B just always seems to exist in your workflows, it sometimes takes unconventional wisdom to break tradition and elevate the organization. If your manager is pushing your creative talent to fit within a box of their own logical assertions, you can be assured that your designer will simply become an extension of their manager's strengths and weaknesses.
Emergent technologies and best practices
Probably not since the advent of the printing press has there been more disruption present within an industry since November of 2022. Generative AI is clearly a tool for the elevation of organizations across the board but where does design fit within that framework? If you are tracking the decisions made by executive leaders across the country, I am sure you would be of the opinion that the disruption is existing within the design space itself. A one step at a time thinker would be confident in making this bet, but in reality the person thinking four steps out should be considering alternative long term impacts from this emergent technology.
Today the immediate impact is management leveraging low grade technology to replace medium to high grade talent in order to save a few dollars this quarter. Ultimately that is a game played by those accepting obsolescence faster than they may be able to stop the momentum of the backlash of such short sighted decisions.
One consistency since the advent of this technology into our marketplaces has been people of poor aesthetic value taking hold of easy solutioned design renderings.
This has caused a flood of low skill, poor value, and oftentimes cringe worthy design systems to carry forward their brand. I can not tell you how often I see the accountant turned designer with the help of generative AI put out a blog article that just sends shivers of yikes up my spine. There seems to be a renaissance of poor aesthetic choices across the internet these days, and very quickly the would haves are turning into the have nots.
The best solution to this overall deluge of poor creative choices across industries in 2024 is to avoid the trap of minimizing cost and maximizing your personal perceived creative ‘capabilities’. The best solution is to remain vulnerable, invest capital in creative professionals who are in sync with the emergent technologies and can perform in an area you must willingly defer control for the sake of professional standards that elevate your brand.
Hiring to test vs hiring into an existing system
This last one is often the most easily missed piece of the hiring process when bringing on any design employee or solo freelancer. Oftentimes management may have a clear focus on the brand and creative direction that an organization must pursue in order to keep consensus towards the brand image. This is a correct approach and should be prioritized.
The problem with this oftentimes sound logic is when making the hiring decision itself. When we interview people professionally, we often are looking at character and merit first. This means that we can slot a solid professional into a role we need filled without the concern for poor performance or problematic behaviors. But when hiring a designer you are not just hiring a professional placeholder for a role, you are hiring a human with trained preconceived notions towards their artistic skills. If you’ve ever been creative, then you know that the nuances of creative expression are so wildly chaotic that not considering such aspects when hiring is sure destruction for your creative consensus.
That is often why service providers that specialize in creative talent are such a valuable asset to your organization. You know that you have a team of creative professionals who can bob and weave to the needs of your organization's brand in a collective unison rarely experienced by organizations with just one design employee or solo freelancer.
Almost every time we approach a new project at a small studio, we start with aligning impressions with inspiration. The creative who raises their hand and says “This style is bringing me joy” is oftentimes the person we tag to take point on the creative process. We have managers who are creatives and skilled in the best practices of design systems. Furthermore, we have internally prioritized the challenge that keeping up with emerging technologies has brought to the table, all while not sacrificing the quality of output our clients have become accustomed to.
When speaking to a founder, designer, or business leader, the natural expression is, "You're running a fine business or operating an incredible venture." These expressions sound surprisingly similar to when talking about computers.
Every business is a sophisticated computer, but it is like any other if it doesn't discover its soul (the operating system). A computer is just an expensive box without the operating system, and this is where the power of Identity Architecture comes into play, as the creative operating system that elevates the function of all parts for optimal performance.
Identity Architecture, which we developed at a small studio out of empathy for partners, remains largely in the background, yet it influences and guides every decision an organization makes. It provides a new and unseen level of harmony. Founders, designers, dev teams, and even human resources will all be in tune without knowing it.
Running an organization or leading a design team can sometimes feel like trying to solve a Rubik's Cube blindfolded, even on the good days. Identity Architecture steps in to guide decision-making through an understanding of the unique vibrational frequency(vibe) of your organization and team.
At the heart of Identity Architecture is a creative operating system driven by listening. It distills all of the subtle frequencies of any business or founder and translates it fluently to be understood internally and externally.
At the heart of Identity Architecture is a creative operating system driven by listening. It distills all of the subtle frequencies of any business's identity and translates it fluently to be understood internally and externally. It enables teams to reach new heights in consensus-building, positioning, product naming, tone of voice development, and establishing a coherent visual language. With it, design teams and HR or even accounting (yup!) can speak the same language.
In today's world, where businesses pop up like Slack notifications, standing out is essential. Identity Architecture empowers businesses to never just 'fit in' but to 'stand' out in meaning. With the power of this creative operating system, no new layers are added to organizational processes; instead, it peels back existing ones to reveal the core, the essence that makes the business unique.
With the power of this creative operating system, no new layers are added to organizational processes; instead, it peels back existing ones to reveal the core, the essence that makes the business unique.
If you are curious about how our creative operating system, Identity Architecture, can empower you to reboot your vision, team, or design process?
Join our free webinar on the 1st of February, 2024.Book your spot!
Most of the world doesn't seem to care about the Pantone Color of the Year, but the design(er) community does, and they certainly use it to influence and express the world's mood. When the color of the Year, 2024, was dropped as; "Peach Fuzz,” one of the most optimistic colors of the Year in a while, it felt right: a warm, lingering, and reassuring cuddle. Signaling new beginnings, delight, and the taste of sinking one's teeth into a juicy peach on a beach in the summer months.
This is a color that can be tasted with the eyes (imagine that!).
Through the years, we have seen the deep blues and vibrant reds selected, and to be honest, they have not been mere trends but have been visual representations of the world's consciousness.
In 2012, "Tangerine Tango" was a spirited reddish orange, indicating the need for an energy boost to recharge and move forward. 2015 was ushered in with the earthy but deeply sophisticated "Marsala." And not forgetting the refreshing and revitalizing "Greenery" of 2017 that could have been selected by Mother Nature herself. Each color choice translated into what we saw in fashion, beauty, industrial design, digital design, home furnishings, and architecture.
Several design teams are executing their visual strategy for 2024 and actively reviewing it in real-time (the gift and the curse of the beautiful process). One thing is for sure:
Peach Fuzz is the gentle exhale the world needs right now after a year that felt like we were all holding our breaths.
It will feature as that delicate nudge toward delivering approachable, human-centric designs, a subtle accent color on websites and mobile applications, inviting users to act while staying warm, at home, and feeling authentic.
The psychology of Peach Fuzz is also a win, immersing users in comfort and reassuring optimism while staying beautiful- This is how you depict hope and soft resilience (it's incredible)! The hue provides an escape from whatever not-so-pleasant information might try to fizzle into people's consciousness in the New Year.
With how apt this color is, we just might start seeing it in the latest tech gadgets- smartwatch bands, accessories of different sorts in the hue to signal a lifestyle statement. Digital platforms will also embrace it as a calming and engaging experience for users. Do not be surprised if it pops up as the "Add to Cart" button color on some e-commerce platforms, moving away from being pushy and favoring a friendly gesture.
Every designer in the world is part of the movement connecting the world to its feelings (while staying out of the spotlight).
Last week, we shared how our minds and gifts are being strategically put to work this year. We told you we had lift-off and were taking you; "To the Clouds." A mindset that was no mistake but a stance born out of empathizing with founders, businesses, and design leaders as we noticed their struggle to stand out from the sea of sameness.
In our tried and trusted professional view, to be exceptional, every founder, product, or team has to answer one question: Who are you? If this is answered, it reveals a frequency of clarity that informs their brand(name), audience, product-build, talent attraction, and the values that guide every action they undertake.
Thankfully, we've got the gift of expertly guiding partners on this journey to discover what drives them from within and sets them on a path like none other.
Partners we have worked with over the years have (re)discovered what we call their vibration (Vibe) of resonance with the world. You might have seen some refer to it as "ikigai" or "raison d'être" but whatever you call it, it positions any organization or team in the most robust way to cut through the clutter.
We have refined our trademarked Identity Architecture framework, and to stay in the frame of mind of the year, we are sharing it with the world to empower more founders, designers, and business leaders. Partners who have collaborated with us to find their vibe have achieved several incredible feats, some of which are;
Name their brand appropriately
Onboard new team members seamlessly
Collaborate efficiently
Focus their target audience
Develop a comprehensive design system
Achieve a consistent tone of voice
Grow their bottom line by 3X
The list goes on and on, so be on the lookout for Identity Architecture for the year 2024, launching tomorrow to take you and your business to the clouds. If you are still deciding whether to take on this adventure, share it with anyone within your circle of influence; they will never stop thanking you.
As we ticked and tocked into this new one with great expectations, with you by our side, we are confident that we are set to serve many memorable thrills. So, let's start by sharing our theme for the year with you: "To the Clouds." A promise that makes the world our creative playground.
Over the past six years, we've been more than just a design studio; we've cultivated a global community of designers and established trust for our partners. Last year was a testament to our commitment to raising the standard of excellence. Every line drawn, every concept developed, was an intentional step towards operational and design mastery.
Our elevated standard of craftsmanship was especially pivotal in our collaborations with founders in Web3 technology, Electric Vehicle (EV) Tech, and the realms of Culture and Sports. These industries, known for dynamism and innovation, found a kindred spirit in our studio's ethos, leading to groundbreaking that resonated.
As we set our sights on 2024, it's clear that our journey is only getting bolder. Jesper Lowgren's words ring true: "An extraordinary business starts with extraordinary people. Extraordinary people start with purpose." Our team, a collection of purpose-obsessed and identity-driven creatives, is ready to transcend boundaries.
This year, distraction-free and driven by a singular mission, we're poised to deliver products that aren't just transformative but also bring peace to the lives of our partners. Imagine a year where every design and collaboration meets expectations, soothes, inspires, and invigorates. That's the level of peace we're bringing in 2024.
This 2024 – we see a horizon filled with opportunities, akin to a sky dotted with expansive, white clouds. It's a year with the space for us to exhibit our true potential. "Don't be afraid to fail, be afraid not to try at all." are some of the words vibrating through our consciousness, strengthening the backbone of our fearless pursuit towards innovation and excellence for ourselves and our partners.
As we embark on this journey To the Clouds, we invite you to join us in exploring the uncharted territories, embracing the challenges, and reveling in the triumphs. Here's to a year of reaching new heights of profound impact.
Whether you’re a sports fan or not, it is hard to deny the crucial soft skills that participating in sports teaches us. From communication to collaboration and from competition to creativity, participating in sports in our youth can breed incredible multidimensional leaders.
We don’t often intertwine sports and creativity, however, I am going to do that today because just like any quality sports team creative teams spend a lot of time together. Instead of practice, we have critiques and instead of games, we have projects.
After 6 years of leading a small studio, I see myself as the head coach. I’ve worked with hundreds of creatives from all over the world and every one of them brings something special to each game. It is my job to make sure the right creatives are a part of the game at the right time to win. Of course, winning in this case is about bringing peace to the lives of everyone involved.
This year, which will go down as the hardest year of my life, I realized one of the most crucial skills necessary for success on any sports team or creative team is the assist. Assist is a verb defined as helping (someone), typically by doing a share of the work. It translates “to help” or for my old English folk “to take one’s stand”. If we add creativity to it, a creative assist means to help someone creatively or to take a stand for someone else’s creativity. Admirable right?
At a small studio, this shows up pretty regularly. As you can imagine with a full roster of only 5 full time creatives, we all get a lot of PT, and a lot of playing time results in creative fatigue. Once the fatigue hits the creative output falters dramatically. Rest is necessary, at the very least a change in focus. Here is where the creative assist shines. This is not just a pass of the ball, this is a fellow creative taking the full weight of a project they may have never touched and using their gifts to get the win.
To be able to pick up where someone else left off creatively as if it is your own is a spectacular skill.
I would call it a gift. A gift that every creative at a small studio must have. One that requires a tremendous amount of courage, confidence, humility, and most importantly empathy. You must care! Not only about your teammates’ success but the teams’ success. It is easy to care when it is your idea or you are the creative lead, it is a whole other thing when it is innately just who you are as a person.
Moving into 2024 this gift is going to be essential to cultivating a healthy environment within design teams. I’ve seen it countless times in my day to day with my team and clients. You may be the person who needs to start it but you don’t always need to be the person to finish it.
Here’s a few tips to foster more creative assists in 2024:
It’s not about you: If you’re a designer you are designing for someone else. Your job is to make something great for them and in turn you are doing something great for yourself. When you know it’s not about you it’s a lot easier to ask for help well before it may even be needed. Humility is core to being a designer.
Everyone knows you’re burnt out: Creative professionals often times are recovering perfectionists. With this comes a desire to just get it done even when it’s unhealthy. Long before you realize you are burnt out, your team has already seen your output and your creative energy suffering. Do yourself a favor and ask for help sooner. Even better offer help when you see others around you going down this path. Burnout can be avoided from both sides if we are looking for the assist.
Let it go, you won’t regret it: Simply put, when you have the right team around you, you crave their input. You crave collaboration. I’d argue we crave this all the time, whether you’d like to admit it or not. Letting your work go allows it to evolve, especially when you surrounded yourself with a diverse team. You are only one perspective and that project deserves much much more.
It’s not the end: Whether it’s due to burnout, resources, or just not feeling it, you have to leave the game. Many times when that creative assist happens it reinvigorates the entire team. I’ve seen it almost completely rejuvenate burnout because your fellow creative brought a whole new dimension to the project. What a beautiful thing this is to witness as a coach.
Shout out to all the my creatives out there who are looking for the assists rather than the acknowledgment.
Every business leader or founder has heard these two words, "Design System," brandished day and night by their creative or design leads. It is often brought up as a long-lasting solution to most snags that get in the way of brand consistency and team efficiency. Designers swear by it as the pathway to achieving the right user flows and clean interfaces for consumer experiences. Most stakeholders often need more convincing to invest in it, so today, we lend our voice to the debate.
A Design System is often defined as a collection of reusable components encoded with a clear design language that guides a standard of execution when a team builds a product or platform. It's simply a blueprint of what goes where and how it should look across product, platform and channel touchpoints.
In our mind's eye, a Design System is a living, breathing ecosystem that reflects an organization and the strategy that drives all its design decisions. It just sets up any organization for growth.
Here’s why we think it matters:
Efficient Collaboration: A design system is a shared language bridging the gap between designers, developers, and stakeholders. It's like having a manual that everyone on the team understands, making it easier to communicate ideas and collaborate. A common understanding that not only speeds up the process of designing and developing projects but also cuts down on confusion and misinterpretation. Picture a scenario where introducing a new team member or design partner is seamless because there's a comprehensive, well-explained design handbook they can quickly familiarize themselves with.
Trusted Consistency: Think of a world where every new project is like continuing an ongoing story, not starting a new one. This is similar to what a Design System does for teams- a treasure trove of past experiences and lessons to draw from each time. The Nielsen Norman Group points out that Design Systems are crucial to maintaining a consistent user experience. This consistency is vital for building a brand's identity and gaining users' trust. It's like walking into a Starbucks and knowing you'll get the same great tasting Peppermint Mocha every time – that level of reliability inspires trust.
Amplified Productivity: Whenever a team is tasked with designing a new interface for a product without a design system, they must start from scratch- sketching, making assumptions, and calculating decisions on what best suits the organization and its users. When a Design System exists, the design team can access a well-organized selection of components that have already been pre-tested and certified as the organization's standard. There will be no need to invest hours or days sketching or designing elements. They simply start a selection process between components to assemble the most suitable interface for the product. Saving the team time, energy and allowing more creativity on other major project tasks.
Operational Scalability: As a business evolves, branching out into new markets or adopting the latest technologies becomes an imperative. A design system is not a static set of rules but a living framework that scales with needs- an innovative, growing city where new buildings and infrastructures seamlessly integrate with the old, maintaining the city's unique character while embracing progress.
Brand Consistency: A Design System ensures that every digital touchpoint, from the fonts used on a website to the colors in the app, resonates with the vibe set by the brand from the on-set, regardless of what team member executes the design, thereby creating a consistent and comforting experience for users wherever they encounter the brand.
a small studio has built Design Systems for several partners, and we are incredibly proud of our work. Still, we must add that a design system must match an organization's business maturity rather than lead it.
Starting too big or rigid risks slow adoption within teams. So, it is essential to start small- collaboratively building reusable elements from existing UIs into that "single source of truth" which slowly and intentionally gains authority over time.
A well-executed design system becomes the lifeblood of the user experience and not a limiting guardrail.
If you've made it this far, and your team needs a Design System, you know how to find us.
Trust is nurtured and established over time, based on accumulating many small actions. The consistency of actions creates a baseline of synergy that elevates the output of any collaboration between parties. Trust needs to be recognized as not a trick or technique but more of a character trait with incredible influence.
"If you don't have trust inside your company, then you can't transfer it to your customers." -Roger Staubach
Imagine the collaboration of Thomas Bangalter and Guy-Manuel de Homem-Christo, the iconic duo known as Daft Punk. They pioneered Nineties French house music with their disco-inspired, high-concept hits, setting the trend of producers dorning masks to encourage their audience to focus on nothing else but the music. Their Trust was carried through to their audience, who trusted them to influence Hip-Hop beautifully. Trust is a thread that weaves stories of growth, innovation, and influence, and we embrace it wholeheartedly at a small studio as an essential component of our relationships and partnerships.
Here are a few lenses through which we look at trust:
Trusted Systems
Trust is as fundamental to America's financial system as any other one globally. It is as critical as a foundation is to a skyscraper. The entire economic edifice, from the perceived value of currency to the reliance on banks, hinges on collective trust. In our creative pursuits, this principle translates into the faith our partners place in us, entrusting us with their projects, visions, and aspirations. We consider this Trust sacrosanct, ensuring that each project we undertake is more than just a business transaction; to us, it is a manifestation of a shared commitment to excellence. Our approach goes beyond delivering projects; we aim to build lasting relationships based on reliability, transparency, and mutual respect.
Trusted Processes
Our framework of Identity Architecture is a testament to the power of trust in processes. We have honed a workflow where trust is the linchpin at every stage - from conceptualization to the final execution. This begins with trusting our creative instincts to explore unconventional ideas while listening to our partners, and it extends to trusting in the meticulous planning and execution phases we operate. Our partners are integral to this process; their Trust in our approach transforms the creative journey into a shared adventure. This mutual trust streamlines decision-making, encourages transparent communication, and minimizes delays, ensuring that the creative process is as enjoyable as it is productive. The result is a body of work that meets and often exceeds expectations.
Trusted Leadership
A leadership style deeply rooted in trust is at the helm of a small studio. Our leadership and every team member embodies trust, not just in their words but in their actions too, fostering an environment where creative freedom and responsibility coexist harmoniously. They trust in each other's abilities, encouraging experimentation and learning from successes and setbacks. This leadership approach creates a ripple effect throughout the studio, instilling confidence and driving innovation. Leaders who trust their teams empower them to take ownership, leading to higher motivation and better outcomes. Our trust-based leadership is not about relinquishing responsibility, but guiding and supporting a team of skilled professionals to achieve their best work. It's about leading by example, demonstrating that when trust is given, it is returned manifold through loyalty, creativity, and excellence.
Trusted Relationships
The trust we share within our team and extend to our partners is critical. This trust is akin to the electric symphony on Daft Punk and Panda Bear's "Doin' it Right" track, where the rhythm is beautifully harmonious, not out of compulsion (of their egos), but from a place of mutual respect and confidence in each other's abilities. This trust nurtures open communication and cultivates a culture where everyone feels valued and empowered regardless of their role. It's an environment that encourages even the most junior member to confidently propose ideas and critique anyone else's work in ways that only strengthen team dynamics and solidify partner relationships. All our partners can tell a commitment to excellence unites us.
With us, trust is the essence that fuels our creativity. It allows us to experiment boldly, collaborate effectively, and deliver exceptional results. Trust is not incidental; it's meticulously cultivated through every interaction, every project, and every Identity we nurture or craft with our partners.
Everything starts with Identity, but it is "Built on Trust," which empowers the transformation of visions into reality, ideas into innovations, and partnerships into lasting legacies.
Diversity has become a competitive necessity in today's global work ecosystem, not just a moral imperative. Being slow to identify the influence it wields significantly limits the growth of any organization.
As a fully remote studio with a diverse team enriched with different lived experiences and perspectives, we continue to notice how robust insights are, how left-field our innovations quickly become, and how solutions devised for our partners benefit immensely. So, today, we explore how diversity as a strategy influences what we do for our partners and community of creatives.
We have realized that diversity on most teams often has two forms: Inherent and Acquired. Inherent Diversity refers to traits people are born with, i.e., gender, ethnicity, and sexual orientation. In contrast, Acquired Diversity refers to characteristics gained from experiences, whether working or living in another country to appreciate cultural nuances or extensively working across specific demographics to empathize and establish fluid connections.
Teams need both types of diversity to empower their perspective and sustain lifelong innovation. We have both covered and continue to strive to continue to build on it.
Global Readiness
Embracing diverse cultures and backgrounds uniquely positions organizations to understand global markets, which is a considerable advantage. According to a Forbes study, 85% of executives agree that a diverse and inclusive workforce encourages different perspectives and ideas. This global perspective is invaluable for teams aiming to expand their reach and resonate with various consumer bases worldwide. We see this consistently at a small studio when we work with clients of diverse interests; we always have extensive inherent and acquired diversity on the team to ease resonance.
Elevated Accessibility
Diversity ensures products work for varied audiences. When design teams reflect the demographics of real-world users, they consistently identify more potential issues earlier. Diverse perspectives allow for more efficient anticipation of the needs of communities. Our product design and digital development team members are often in open brainstorming sessions with various thinkers when building to extract extra layers of actionable insights that optimize the end products. It is always such a joy to witness the delight in the eyes of our partners when the final design solutions are presented.
Winning Formation
Prioritizing diversity leads to the formation of a team and working environment that embraces varied skill sets and backgrounds, attracting the most talented people from all over the world. It triggers a different level of value, engagement, and recognition. Research by McKinsey shows that ethnic/cultural diversity in teams correlates to a 33% likelihood of outperforming industry medians. The market seems to rewards organizations that embed diversity into their working culture. We are a small studio, and we have an eclectic and diverse team of creative talents. We can't deny that it is a winning formation that impacts our client relationships and the kind of community empowering projects we undertake.
The ease of working (in some instances) is what makes many team leaders or members want to work with individuals with similar backgrounds. Craving to only work with people who look like, talk like, or even think like them unfortunately breeds conformity and discourages innovative thinking. The comfort sort is often short-lived and a slippery slope.
Consistently expanding the pool of members on the team in the representation of different genders, nationalities, races, and sexual orientations remains critical to elevating any organization's intellectual prowess, especially in the increasingly interconnected business world where collaborations and transactions are borderless.
A more diverse team keeps biases in check and encourages the questioning of assumptions. Everyone needs to feel that sense of belonging on your team, allowing them to speak their minds freely and contribute without feeling like they are not being heard. When well encouraged, teams are incredibly more innovative and more efficient in attaining organizational goals and even proffering solutions for partners.
Our core mission at a small studio is using our gift of design to bring peace to our partners.
We also strive every day to embody our core values;
Grace (Empathy)
Enthusiasm
Child-like Wonder
Radical Transparency
Sense of Belonging
With the growth of generative AI within the design industry, it can be a challenging environment to navigate the intricate and nuanced application of these technologies into our day to day processes, design expertise, consulting presence, and partnership value drivers. Therefore, it was important that we approach our team's internal policy towards the usage of generative AI with our mission and values at the forefront of our decision making process.
We have developed guidelines for the utilization of generative AI, as well as how and when to use it within our processes;
It is imperative that we uphold the core values of a small studio within all decision making around the utilization of generative AI within our internal and external processes.
At the forefront of our intention to keep creativity authentic and for the good of the creative culture in general. We will not generate artwork or support the generation of sampled artwork via a generative AI tool.
We must clearly define what within our processes is creation vs iteration. Creation often refers to the act of bringing something new into existence, while iteration implies making repeated refinements or variations on an existing concept. Creativity must be approached absent of LLM inputs, while iteration can include LLM inputs via applications of enhancing, reformatting or scaling authentically created work.
Employ generative AI tools that strictly adhere to intellectual property protection guidelines, steer clear of an LLM that utilizes the proprietary data of our clients or internal IP, and ensure a thorough examination of terms and conditions before implementing any generative AI resource.
The essence of creativity eludes definition until it manifests in the act of physical production. While technology may assist in ideation, the act of creation must remain genuine.
If an LLM tool exists that helps to speed up a process with great value-adds to our client stakeholders and this tool does not jeopardize our best practice guidelines, we should consider the application of the tool within our processes. This includes commoditized processes (no code development, visual scaling, and image enhancements).
In a world obsessed with data, the most distinctive advantage comes from a deeper understanding of people. Many business leaders must embrace the soul-making process for themselves, their teams, and the entire organization.
The business landscape went through an obsession with big data a while back, and now it is buried neck-deep in the data capabilities of Large Language Models and Artificial intelligence and its endless application to quickly creating products (without souls). It is an experience economy we live in, so core identities must be established before crunching data and assuming it is a well-rounded view of how humans see the world.
A human-first approach will always be the key to unlocking maximum value. It allows for a greater understanding of the identity behind the data points. Business leaders today need to make a transformational leap to build more organically for the ecosystem- Moving from purely data strategies to identity-driven design strategies. This pivot empowers them to move from the 'What' and 'when' to 'why' and 'how'- where human resonance is established.
Data can provide valuable directional insights. But it fails to capture the entire essence of human experience and meaning. When people are reduced to data points in a spreadsheet, we lose sight of the nuances of identity that drive behavior. Providing superficial understandings and generic solutions optimized for hypothetical average users, not actual individuals- nobody wants that.
Harley-Davidson has a market capitalization value of $4.10 billion today, which is only possible because of an identity that was carefully crafted and cultivated. They could have focused on only providing well-engineered motorcycles for bikers, based on data points. Still, they went far beyond to tap into identity expressions of freedom, adventure, and rebellion. Harleys have never been about functional provision for transportation but an identity.
To build the iconic and distinctive brands of the future, leaders must ask simple but critical questions that get them to their intrinsic motivations;
Why do we exist?
Why are these our values?
How do we represent a greater purpose?
This self-discovery process allows authentic connection with self and target customers during product development. Indeed, Identity-driven designs are never limited to quantitative data analysis; it values qualitative insight infused with the lived realities of people.
Data can guide us to where people are, but understanding identity will reveal why they are there, what they seek, and how they relate to the world. Business leaders have to intertwine identity with data to unlock the potential that creates brands that do not just compete but truly connect.
Empathic-driven methods like ethnography, journaling, and interviews allow for more nuanced identity exploration. These are most of our approaches at a small studio; using our trademarked Identity Architecture Framework, we build an identity narrative for our partners, which informs all of our Design work.
The future belongs to businesses that recognize this distinction.
Empathy is a cultivatable skill that galvanizes teams, drives positive organizational culture, and impacts the bottom line favorably. Business leaders need to recognize its power and wield it in the best interest of their organization. By deploying empathy appropriately, an organization can propel unbelievable levels of success.
Client satisfaction is improved with empathy, team collaboration, and engagement are multiplied in effectiveness by this seemingly simple soft skill. Leaders must consistently re-assess their leadership style to foster empathy and recognize if it is being deployed genuinely.
We are going on about empathy, so let's define the word as subtly and elaborately as possible for more context;
Empathy is the ability to understand and share the feelings of someone or something else. It is a potent behavioral catalyst that creates a conducive environment where creativity and productivity can thrive internally and externally.
Leaders who demonstrate high empathy can unlock higher motivation, engagement, and team performance levels. A recent study found that employees who feel their managers relate to them with empathy experience:
73% greater job satisfaction
50% higher productivity
63% higher engagement levels
These indicators highlight how much of a competitive advantage empathy provides, translating into substantial bottom-line benefits.
On a contrasting level, employees with low-empathy managers are more likely to quit their jobs, with turnover costs estimated at 150% of the departing employee's salary. So, it is quite an expensive venture to overlook the importance of empathy. Losing employees with incredible skills often sets back organizations on client projects being executed, which impacts revenue.
We have collated a few simple but highly effective ways for leaders to integrate empathy into their management style based on our experience and some best practices experts favor. We have chosen to do this because our staff retention rate is incredibly high (against the creative industry odds), and we even have creatives on our team who expressly say;
“I am working here forever…Never leaving!”.
We must be doing something right,so here are our recommendations;
Listen Intently: We know you are busy as a leader; a million things are crossing the neurons in your brain, but make time for one-on-one conversations where you can focus entirely on understanding each team member's needs and perspectives without distractions or judgment.
Get Personal: You are dealing with another human being and not a robot (we hope). So, get to know your line report as a person and not just another worker. Share stories and make personal connections. Most people stay at their jobs because of their managers and not necessarily their earnings.
Implement Compassion: How does the famous saying by Alexander Pope go again; "To err is human, to forgive divine." People will make mistakes, so instead of judging them harshly, re-examine the system, address the issue patiently, and offer support to help them improve.
Encourage Openness: Fear is a terrible ingredient when mixed into leadership. It makes it difficult for your team to share concerns and challenge the status quo without fear of negative consequences. So, set a culture that fosters the warmth of open communication and feedback. Set the stage to be trusted.
It takes a lot of effort to lead with empathy, but it enables authentic human connection that brings out the best in the people you lead. With it, your level of employee retention is on the rise, productivity is consistent, and profitability is positively impacted. It remains a compelling advantage to have in this talent-driven competitive landscape.
Today's contemporary marketplace is teeming with discerning consumers inclined toward brands that resonate with their values. This growing awareness and state of being has engineered a shift in the branding paradigm, ushering in the era of Purpose-first Branding.
Purpose-first Branding is not a novel concept, yet its significance has recently permeated almost every crevice of the strategy adopted by brands. It mandates that a company's mission is not merely a tagline but the Northstar guiding its strategy.
When a brand's narrative is weaved with substantive purpose, it creates a distinct identity that resonates with consumers.
Pause and reflect on a brand like Patagonia, the outdoor apparel giant. Its essence is rooted in an unwavering commitment to environmental conservation. Patagonia has seamlessly melded its mission with its brand identity. The brand's "Don't Buy This Jacket" campaign was a testament to its affinity for the environment, urging consumers to ponder the necessity before purchasing. This audacious narrative bolstered Patagonia's brand identity and fostered a devout consumer base identifying with its purpose.
Imbuing a brand with purpose from day one is the disruptive strategy that gains authenticity in a way few legacy brands rarely match. Extensive data shows that when done right, Purpose-first branding has tangible influence:
63% of consumers have an affinity for purpose-driven companies, believing they offer better service and products.
52% of people are willing to pay more for sustainable products.
Brands with ethical marketing see 30% higher retention versus competitors.
This purpose must be real because empty virtue signaling is recognized and quickly called out across channels in today's communication landscape. It is now mission-critical for organizations to find their purpose early on and amplify it creatively across touchpoints, from visual identity to storytelling to User Experience(UX) and beyond.
When purpose is recognized and deployed to permeate the consumer journey, branding becomes a visual compass for change, not mere window dressing. To ensure that more brands in the space have a firm recognition of their purpose to reflect in their branding, we at a small studio take teams and founders through a trademarked Identity Architecture Framework, which uncovers their natural drivers of purpose.
For all organizations we work with as design partners, we nudge them toward developing a narrative that leads with purpose because we want their color palette to mean so much more. The customer journey on their platform is imbued with who they really are, and every bit of their narrative has to serve their target consumers in totality and honesty.
We live, eat, and breathe our purpose at a small studio, "Using our gifts to bring Peace."something the world has a lot less of right now. And it springs to life across every interaction of ours. Forming our foundation to build inspirational brand identities that naturally resonate, and we are here to make that happen for our partners consistently.
A great product no longer sets you apart in today's profoundly fragmented market. Holding and sustaining the consumers' attention now demands an intuitive brand experience rooted in their wants and needs.
As simple as it sounds, many neglect this basic principle. It's easy to get enamored with technical capabilities, forgetting that consumers are swayed by emotional connections first. Think of your favorite Pumpkin Spice Latte from Starbucks (over 424 million sold). Is it really the taste or feeling that keeps you desiring it? Or your precious designer clothing brand you constantly shell out wads of cash on - odds are, functional superiority isn't the allure. It is the identity that resonates with you.
Odds are, functional superiority isn't the allure. It is the identity that resonates with you.
We build powerful connections between companies and customers by extracting what makes audiences tick, and then we craft digital and physical experiences aligned to their sensibilities. We go beyond the flashy visual representation and palette pairings to embed your brand purpose into all digital touchpoints and creative campaigns.
This intentional identity-driven process of ours results in immediate brand recognition and familiarity. Honestly, it's human nature - we gravitate to the recognizable. We collaborate to consistently reinforce your visual and verbal identity, to imprint it naturally in the minds of consumers. This approach always influences your Return on Investment and elevates your customer's lifetime value.
This approach always influences your Return on Investment and elevates your customer's lifetime value.
We circumvent costly mid-stream product changes by truly understanding your customers upfront via design thinking. Remember New Coke? (maybe not)The meteoric rise and fall occurred because flavor tests didn't account for deep nostalgic brand attachment. We won't let you make similar missteps, because we build a process around you that asks all the right questions to fully understand your customers’ peculiarities.
Our track record is impeccable as Design partners who build brands for longevity. Across industries, we have collaborated and contributed to developing customer-inspired experiences that generate revenue, loyalty, and growth.
Everything starts with identity- this expression is the sum of all our minds and gifts at a small studio. We approach design through narratives of identity to craft timeless ethos that transcends industry touchpoints. With our unique technique, it's not business as usual when we finally get to pushing pixels. Our output triggers affinity in the hearts and minds of people, and our partners are crystal on "who they really are," setting them up for success in today's hyperconnected world.
Now, several digital channels are vying for the attention of users- websites, mobile apps, social media, Alternate Reality, and beyond. The opportunities are enormous, but the challenges are immense to find fluency and authenticity regardless of channel- it is why we do all the work that allows the introspection that delivers a straightforward narrative.
To succeed and find resonance today, there needs to be harmony between design and the stories the brand shares. The visual identity, copywriting, illustration, micro-interactions, product interfaces, and messaging have to feel like one and the same, and this is only possible when identity is established early-on. We emphasize this by making sure our partners go through our Identity Architecture Workshop from the jump.
We will continue diving even deeper into our Identity Architecture framework at every chance we get. Today, we will focus on some resources/tools we interact with daily and highlight moments where they have shown harmony between design and storytelling and how that influenced resonance.
Mailchimp says they always pair their logo with Freddie(the mascot), which always has a wink to demonstrate its great attitude towards everything. Freddie is a playful representation of the brand, and their copywriting is often conversational and cheeky. The brand comes across as an approachable human, which invites people into a community of business minds that have empathy while also having fun. It totally flips the narrative on the often dry world of email marketing.
Spotify is essential to our lifeform and conversation at a small studio. Its existence is why the Gen-Zs never stop teasing the millennials. But think about it: the visual brand assets are incredible, and the playlist personalization experience is intuitive and immersive. It embodies a visual language that radiates culture and the importance of music for survival. A delicate balance that makes it seem like music is on Maslow's hierarchy of needs.
Slack is where 99.9% of our communication happens. And it feels like home, making work simple, fun, collaborative, and productive. The interactions are beautiful, the illustrations delightful, the language inclusive, and the intentionally animated confetti are goals. Everything that makes it work, are no mistakes; they result from carefully thought-through design decisions to match a narrative.
The smallest details matter greatly, whether transitions, corner radius, colors or microcopy; we sweat them all. We set out daily to create harmony, to align design with narratives that can last a lifetime.
One thing is for sure: the specifics of every brand differ across channels, so we will always anchor the experiences with a unified story and fluid design narrative. We stay coherent to resonate emotionally and separate our partners from the clutter. With our meticulous harmonization of design and storytelling for our partners, we create deeper customer connections and ensure longevity.
As designers, we tend to get caught in a cycle of constant creation, because of how much love we have for what we do. We move from project to project, translating creative concepts into tangible digital products. Our innovative juices flow freely as we pull inspiration, jam, wireframe, design, refine, and deliver the finished work to clients. But just as athletic performance depends on rest and recovery between workouts, our creative brains also need a break to recharge.
Research shows that time spent letting the mind wander without conscious focus allows unique connections to form between ideas. This incubation period often sparks "eureka" moments of sudden insight and clarity. In a sense, stepping away is when our subconscious creative process can happen most effectively. Have you ever had a lightning bolt of inspiration in the shower or while walking your dog?
That's no coincidence—it's the result of giving your brain space for random connections.
Though it may feel counterintuitive to "slack off," understand that you'll return with renewed mental clarity, focus, and creative energy by giving your mind a chance to reboot away from work. A few days untethered from Figma, Adobe, or Webflow clears away the clutter of daily tasks, allowing you to access the deeper wells of your imagination.
Creative work follows a natural rhythm between intense effort and restorative rest. Regular vacations, entirely disconnected from the daily grind, enhance your work's overall quality and innovation. Go offline and let your mind wander without an agenda—whether it's a weekend camping trip or lounging on the beach with fiction novels. This distraction-free time works wonders.
Time spent in nature boosts creativity and problem-solving skills more than in urban environments (Sorry, City-lover). So get out and go seek some greenery! Unstructured playtime activities like painting, ping-pong, and making music allow your brain to make novel connections.
Trust that your best ideas may arrive precisely when you stop trying so hard—far away from Figma.
Your brain and your next client project will benefit tremendously. Just keep a notebook handy to jot down your inspirations while on your creative retreat!
Whether or not you grew up playing games in some way or another, the reality of competitive gaming influencing our working world has become all too relevant. The sub-culture around gaming as a competitive force comes very naturally to the competitive side of human social interactions.
If you've never rolled a 20-sided dice, lost sleep over a board game, or scrolled strategy guides online, you would be surprised by how much you share in common with those who do. While some positives can come from such a mindset, there are inherent limitations to be on the lookout for.
Very quickly about myself, I've been a student of gaming and business for as long as I can remember. My first tournament victory was at the young age of 13, having learned an immense amount about the camaraderie that surrounds the gaming industry from a group of Gulf War Veterans. Since then, I have been testing games, winning games, losing games, and losing sleep over whatever game took my attention at the time. It wasn't until I had my first two children that I began to see how many of the toxic aspects of competitive gaming have penetrated many people's minds.
Playing to Win vs. Playing to Grow
I find the concept of playing to enjoy the practice of competition itself has almost lost its place amongst the average person that I engage with. It has become almost anti-ritualistic to not "root to win" for a home team or the feeling of self-pity that comes from not winning an ultimate championship in whatever sport or game you are pursuing. The idea that we play a game to win at all costs, and this should consume our attention and focus, is far from how we should be viewing the act of competition.
We must step back and think hard about the human interactions that go into playing any game. We are facing an opponent who shares the same struggles for excellence that we do. It is with this shared journey that the door to bonding opens. Remembering this important component of the game is as important as any strategy to win. Knowing your opponent is one of the keys to succeeding at any competition, therefore undermining the human bond shared in competition is enough of a disadvantage as any other.
We often see this in professional sports today, as people care so much about the team they root for and leave little on the table of respect for other teams or players. Rivalry leads to hatred at times even. If Miyamoto Musashi inspired any single point in my journey of competitive gaming, it would be that any emotion clouds the path to success. Emotions come from the realm of extreme indulgence of one idea or another. Focusing on winning at all costs and losing the bond of competition with your opponent are easy paths to stress dominated mindsets. An assured path to toxicity and ultimately a lack of success while playing the game and how that game translates into your life.
Min/Max downsides
A lot of people have probably practiced the min/max strategy of playing games or conducting business far more than they have realized the toxic tactic itself. How many deals fell through because some stakeholder refused to budge on a profit margin? How many relationships ended because one side was taking and never giving? How many projects tied down in the details that matter more to a perfectionist than someone trying to ship an MVP? The concepts of minimizing risk exposure while maximizing output are as toxic as they are invisible in the moment of decision making.
A lot of attention falls on min/max in games that require long lasting decisions to be made. Planning a character in a role-playing game with the exact perfect blend of stats to get that extra point of output is really where this has become almost automatic in the minds of so many gamers. There is a huge misconception though when it comes to long term planning. How many of us can fall in love or find joy in making decisions solely on the basis of minimum risk and maximum output?
If we are talking about any project, game, relationship, or transaction that is going to stand the test of time in our minds, we need to find the elements of the action that drives our romantic desires just as much as we need to maximize an output.
Have you ever had that feeling of anti-climactic finishing? A lot of that comes from this pursuit of approaching a long road with such a limited care of our love of the journey itself. We fight a struggle along a road of hardship to get to an achievement, yet when we get there the achievement feels hollow. It is all too common and it starts with the fact that loving the journey is far more important than loving an outcome.
When we make every decision in life with the context of maximizing the final output while minimizing our pains along the way, we lose so much more on the journey itself. To recollect with friends about trials and tribulations shared ten years from now is what you will desire. No one shares a nostalgic moment about how success was slightly more efficiently achieved compared to the journey of struggle itself.
If you want to start a successful journey, it will take time to find that final destination. Loving the road is as important as the motivation behind the outcome. To get to the end of a struggle, the romance of our memories holds more pleasure towards the process itself rather than an extra margin of output.
Recency Bias and Capitalism
Let's get into a very real economic conversation around our consumer industry. Companies make no money when fans of products aren't actively purchasing. Therefore, the idea that the new thing is always better than the old is as real of an institution as it is an action of biased perspective.
There are times when the new thing is better than the old, and there are times when it is not. However, it appears that the ability to analyze either situation objectively is completely lost on many consumers. This shows its ugly head when companies are allowed to get away with providing a worse product for a higher price and harm the consumer along the way.
We have seen the concepts of artificial scarcity show up a lot in the recent years post-covid and this is a big part of the reasoning. Consumers are blinded to the value they receive given the new label on lesser quality products. It has shown up in most industries I have personally interacted with over the past few years, and I think we are starting to see consumers get wise to these toxic practices.
If consumers are only ever searching for new, and are unable to contribute value in the old stories of our past moments, it is an easy path towards diminishing value. Competitive gamers are always searching for that edge to victory. The idea that the newest strategy is always better comes at a significant cost compared to simply refining an old approach that can garner more sustained success over the ups and downs of your competitors.
Gambling Addictions
We are starting to see the impacts of a generational addiction to gambling right now. We have become desensitized to the idea of gambling, so much so that it has shown its face even in our school systems. Micro-transactions on mobile games and the ease of gambling on any sporting event have become so commonplace that we are almost unaware of the negative effects of a gambling mindset.
Gamification of school is not smart, I will stand by this point until I die. Let's discuss the real core competency when it comes to learning, it is the pursuit of learning itself. Let's grow a generation that loves to learn for the sake of self-growth. Learning out of obligation is as bad as learning out of positive reinforcement.
If we train a generation to engage with society solely based on a positive outcome, is that creating the inherent benefits of advancing the greater good? Is the greater good a concept relevant in a society completely addicted to the dopamine fix attributed to gambling on the transaction of the moment? The answers are ‘NO’; they are not.
Innocent applications of gamifying transactions have spiraling implications across industries. Look at professional sports and how consumers watch sports in 2023 compared to 2000. I remember watching sports as a teenager, and the depth of analysis was far more impressive to me back then. It seems that watching sports with friends has become a selection of scoring compilations rather than a deeper analysis of team tactics.
The toxicity of reducing your love for a game to show-stopping events is akin to limiting your brain's understanding of tactical prowess. If you want to get better at playing the game of life, you need to start paying attention to the minutiae of tactics at the lowest of levels first. Incentivizing the end result is the furthest thing from respecting the tactical elements of a competition. To love the act of growth needs to be the reward that is incentivized above all.
A knife stays sharp when it is scraped against a rock, not when it is cutting paper.
What a great game looks like
A great game, the concept lost to many, focusing on the toxic aspects of competition above all other denominations.
Find someone who loves the origin story just as much as they love the final action sequence.
Find someone who loves the process of losing as much as they love the final act of winning.
Find someone who has a desire for struggle simply because they desire to learn.
Find someone who finds joy in winning fairly above winning at all costs.
Find someone who enjoys great stories of old times as much as they love new experiences.
Find someone who can give as much as they receive and still stay friends.
At the heart of it all, a great game is more about the action of playing the game itself rather than winning. Pursuing this reality puts people around you who can stand the trials of life far better than those that do not. Life is struggle, embracing that struggle is at the heart of aspiration.
To be the best version of yourself requires the mindset that you will never be the best version of yourself.
Take a deep breath, hold it. Now exhale! That simple, natural act is how we believe design should naturally fit into our partners' businesses. It should be effortless and seamless so that it is hardly noticed. On the other hand, its impact should be felt across all integral touchpoints (digital or physical).
The breathing process reflects our design principles and our approach to forging partnerships. Breathing is an indispensable process for all living beings, and design is very much the same way for strategies, narratives, visions, and even down to hiring.
We are a design partner as steady and efficient as your breathing. A statement that we mean every alphabet of, and here are a few reasons why we see ourselves that way and how it only empowers our partners.
Deep Breaths
Meeting a new client(partner) for us is like taking fresh air into the lungs; it rejuvenates everyone on the team. We use it to exchange information, hopes, fears, and aspirations. Frequently, at the end of our partner meetings, we have a robust understanding of who they really are, what they need, and what beautiful story they want to share with the world. We are beyond curious and linger on every sentence shared, anecdotes told, and even passing dreams. This efficient onboarding system integrates us into the DNA of our partners, and it is an empathy and identity-driven process reflected in our deliverable.
Mighty Lungs
Have you ever played the game "Broken Telephone" or "Chinese Whispers"? That's often what the exchange of information feels like when collaboration occurs between huge teams. A lot of critical messages get lost in translation, and that is so not our vibe. We intentionally keep our team small, often establishing a direct line of communication between our designers and the client-partner. No one meddles with the message or alters the meaning or feeling behind it. Every whisper of our partner is heard by those who need it to string a narrative or paint a masterpiece. We work in tandem like the lungs and heart, oxygenating critical information to fuel the growth of our partners.
Exhale
After we've taken in all the information appropriately, our design team synthesizes it carefully, filtering the gems from the clutter. This naturally leads to crafting a compelling design narrative and identity. The intent is always to deliver a design solution that can last a lifetime. Every bit of it is imbued with the essence of our partner, woven intricately beyond expectation. We sweat all the small stuff, and it shows.
Rhythm
Each breath is a new song with the same beat, and that is based on fact; absolutely no two breathing patterns are the same; each one has a unique rhythm. Similarly, every partner we work with is provided a bespoke design system, identity report, or digital assets that empower them to stay consistent yet dynamic. Whether it is a name, logo, color palette, or an intuitive website - our design team's output is in sync like a heartbeat.
Every brand deserves a partner who understands its rhythm, which is why a small studio exists. We allow our partners to focus their expertise where it best serves their vision while we support them intentionally with design solutions that craft narratives that transcend time.
Mentorship is more than just a buzzword; it's a powerful tool for personal and professional growth. Whether you're a seasoned creative or just starting your journey, this guide is your roadmap to being a stellar mentor in today's world.
Has someone ever come to you for help, and your first thought was, "Me? But I barely know how to ____." or, "There are people with so much more experience!" As someone working in the design industry for three years, tenure isn't everything. A person with 20+ years of experience may not always know best. No matter where you're at in your journey, you are uniquely equipped to help others. You have experiences others have only read about or seen on a screen. Instead of worrying about what you can't teach, consider all the gifts that make up your unique skillset.
Recognize and embrace your gifts!
First things first, know what you bring to the table. Your unique skills, experiences, and insights are your gifts. Embrace them and recognize that you have something valuable to offer.
For example, a Creative Director will have plenty to share about client relations, managing designers, and leading a team, but if they've been at the same job for 10 years, they most likely don't have the most relevant advice when looking for a job. I love sharing my experiences relating to the job hunt because I've had two jobs in three years and am an active part of a small studio's recruitment process. Relevant experience is everything!
Be honest about your journey
Nobody knows it all, and that's perfectly fine! Be transparent about your journey. Share your own learning experiences and definitely your mistakes. The best thing you can do as a mentor is save someone from the heartache that you went through. I sacrificed sleep, a social life, extracurriculars, and my sanity to get into the Graphic Design program at the University of Florida (UF).
Once I was in and able to reflect on the application process, I wanted to open the door for others so they didn't have to go through all the same stress I did.
"The best thing you can do as a mentor, is save someone from the heartache you went through.”
Foster a safe space
Create an environment where mentees feel safe to ask questions, share concerns, and express their opinions. Encourage curiosity, and curiosity will flourish. You're a mentor, not their boss, so the stakes should be pretty low. Celebrate those wins, no matter how small. But don't shy away from discussing failures. It's where some of the most valuable lessons hide.
Encourage collaboration and an abundance mentality
Facilitate connections among your mentees. Encourage them to collaborate and share ideas with their peers. Learning from each other can be just as valuable as learning from you. I used to think my classmates were my competition, not my collaborators. It didn't let up once I was accepted into the design program. The scarcity mindset seemed to pervade every semester.
Whether it was group projects, internships, or job applications, it was me against my classmates, against anyone else who might "steal" my spot at a coveted design agency. But that wasn't the reality. Classmates and peers are your network and support system, not your competition.
Help mentees identify their objectives and aspirations
Work with your mentees to set clear, achievable goals. Help them map out their path and provide guidance along the way. Even if you can only help from point A to B, they'll be further along than when they started. Lead by example. Share your own goals and the progress you're making. It shows vulnerability and reinforces the idea that mentorship is a two-way street. You never know; your mentee may be the fresh set of eyes your project needs.
Embracing Growth Through Mentorship
Mentorship is a journey of growth for both mentors and mentees. It's about creating a positive and supportive relationship that fosters development. So, dive in, guide others, and watch yourself evolve in the process. I've talked to high school students wanting to start off on the right foot, college students absolutely terrified of the job hunt, new graduates trying to find their place, and even creatives who are older and more experienced than me. I definitely don't have all the answers, but I have plenty to share.
First things first, how we see it; The World is our Studio 🌎.
Now that we've gotten that out of the way, let’s do some humble bragging that lets you in on what has worked for us and how you can implement some of them if you have a fully remote team or dream of being a part of one.
Our team at a small studio are of global tapestry; spanning longitudes and latitudes- yet we collaborate exceptionally well, producing incredible design solutions as a unified force. Over the years, we have gleaned insights and tweaked our style of collaboration accordingly.
Here are a few things that continue to allow us bring the heat!
Trust: Trust is our number one elixir. When a team is distributed, trust is that foundational ingredient that expedites the entire process. You have to trust that everyone will communicate openly and honestly, meet their deadlines, and deliver exceptional work individually or collectively. Our trust in one another is so next-level, and it works wonders. We enhance this trust through regular check-ins; we do not micromanage any team member. If they say they will get it done, we trust them.
"Our trust in one another is so next-level, and it works wonders."
Communication: In every relationship, sharing from the heart keeps expectations in check and hearts in tune. So, we over-communicate with one another to prevent isolation of any sort. We don't get nosy about what others are working on, but we keep our Slack channels open and Zoom calendars available to Jam, share ideas, and ask questions. And our communication is about more than work. They are filled with pictures of pets, videos of kids, dope playlists, and viral TikToks to keep the millennials up on things. 😉
Gracious Feedback: Critique is essential for growth but can be trickier when done remotely. Every one of us always gives feedback politely and constructively. And every one of us is open and responsive to feedback, too. The regular exchange of insights makes our team and design solutions even more exceptional.
Big Picture Thinking:Absolutely nothing is hidden from one another regarding a task to execute. Context and clarity are always provided so the team is in sync. As progress is achieved on a project, the entire team is carried along to understand how the destination is reached and how much impact can be achieved for the partner.
Celebrate Wins:Quite often, we have game nights that bring out the dark side of many of us. The next one is a Dungeons and Dragons edition (We will consider inviting you). Game nights, happy hours, Squirrel moments, meeting shoutouts, kind words, and some gifts- all kick the team's morale into high gear and make everyone feel they belong.
We have seen how all the highlighted points have unlocked the potential of every one of us collaborating remotely, and we are beyond grateful that we have the right collective of talent to make the magic happen.
We hope everything we shared comes in handy for you or anyone else you care about. Kindly push this piece forward to empower someone out there.✌️
At a small studio, the expression "listen twice, speak once" reflects our approach to innovation and collaboration. It might sound simple, but it is the source of many great design solutions we deliver. Active listening is an important skill; we deploy it among ourselves and our partners to grow intentionally.
Before commencing most of our (client) partner projects, we run our trademarked Identity Architecture framework. This allows us to listen intentionally to all the project stakeholders collectively and also go further to conduct one-on-one interviews with them.
During the workshop, we ask all the relevant questions about the project and the individual perspectives of everyone that makes a conscious decision about it.
The extensive act of listening on our part charts a different course of action for the solutions we execute or propose. By listening actively, we hear all the unsaid points or challenges that should have been briefed. All of these insights uncovered drive an ingenious approach to design.
We deploy active listening amongst ourselves and not just our clients. Being a fully remote team of creatives operating across continents and time zones; the moments we spend together and how we collaborate dramatically influences the quality of work we deliver.
So we listen carefully to the body language of everyone, for when they need support or a divergent opinion on whatever they are working on.
For emerging creatives, active listening empowers them to become better conversationalists and collaborators. It teaches the unique skill of forming connections with clients and coworkers. It is a lifelong communication skill that continues to reward extensively.
In all honesty, with active listening, our partners are placed at the center of our actions and processes. This means we go beyond just knowing what they want. Our approach makes us deeply understand the context of their needs, which keeps us up with endless ideas. So far, it has inspired us to innovate, explore and be ahead of their needs.
We all need to be active listeners as designers; it cuts down the time of execution and increases the chances of getting projects right the first time.
So, listen actively! It makes a world of difference.
This piece goes out in the 24th edition of Ding! (our beloved newsletter) on the 8th month of the year 2023. It's a web of serendipity because the two numbers have an everlasting level of symbolism. We are not Basketball nerds, design is our Jam, but as it turns out, the jersey numbers 8 and 24 were worn by the iconic Kobe Bryant.
The number 8 for him reflected his grit, love, and dedication to the game, while 24 manifested his maturity and insight into playing the game. Noticing the two numbers got us thinking about his love for the game of Basketball, like that feeling-alive in the eyes of Designers.
So today's read is a love letter to design. To design is to love, live and breathe life into things. As basketballers glide across courts, you dance fluidly through each project with passion and pride.
It's rarely a job to you- a calling is a more accurate description. You can't fight the urge to craft something meaningful out of nothing. The blank canvas taunts and thrills you, leaving your senses tingling. Like basketballers obsess over mastering their game, you relentlessly practice and study to improve your gift.
You constantly push yourself to get your work to the next level because you know too well the deep satisfaction of visualizing a concept, iterating, and tweaking the colors, type, and layout until you birth your imagination.
The feeling that comes after the buzzer sound is why you do it- Arms folded, back reclined, a smile of self-admiration plastered across your face as you silently whisper to yourself, "I am the @#$&!".
But one thing you know too well is that coming up with the perfect play is not a casual walk on the court; it requires teamwork. So you constantly seek to listen, collaborate, and understand the distinct perspective of others. You leave the Ego out of the process, diving into a rhythm of back and forths to gain new ideas and establish a play that works.
Absolutely nothing is more rewarding than envisioning something, putting your skills to work, and manifesting a finished product that gets people's OOHs and AAHs out.
So Designer, if you have made it this far, your never-ending quest to achieve excellence in your craft will always be the ultimate adventure. Your focused creativity is always in action; you just constantly find yourself on the court.
Keep shooting your shots, and never stop chasing the thrill of watching your vision come to life.
If you’ve got 3 mins and 57 seconds, quickly give Kobe Bryant’s Oscar Winning Short Film. It's was his love letter to the game. Slide into our DMs, if it had you in your feels.
The internet is an activity-filled digital landscape. So many things happening simultaneously, making it quite challenging to focus. Whenever we design to contribute to this technological landscape, we do it meaningfully while never forgetting one essential mission- "Do the right thing, build it accessible."
Many design decisions exclude individuals with disabilities from accessing and fully experiencing the vast resources provided by the digital landscape of the internet. We should not just be ticking a compliance box but be inclusive while expanding our audience.
The lack of accessibility in design is pretty much like that story narrated by Saul (the Jewish character) from the comedic cult-classic, Coming To America.
“A man goes into a restaurant and sits down; he's served a bowl of soup. He says to the waiter.
Man: Waiter, come, taste the soup.
Waiter: Is there something wrong with the soup?
Man: Taste the soup.
Waiter: Is the soup too hot?
Man: Will you taste the soup?
Waiter: Is the soup too cold?
Man: Will you just taste the soup?
Waiter: Alright, I will taste the soup...where is the spoon?
Man: Aha! That's the question.”
When accessibility is ignored, we design without giving some people the means to experience the brilliance or deliciousness of the soup. Meaning loads of enthusiasts are left on the sidelines, barricaded. From users with visual impairments to those with motor disabilities and beyond. Here are a few ways we think you can influence your design to make them accessible.
Typography and Color Contrast
Typography and color are critical elements in design; they influence a great deal of user engagement. So, always opt for clear, easy-to-read fonts while considering the aesthetic appeal. Also, ensure that color choices contrast adequately. This will make content legible to users who have low vision or are color blind. Constantly use free contrast checker tools to validate your design choices. You can find some cool ones here.
Alt Texts and Aria Labels
These two rarely recognized heroes are responsible for screen-readers being able to narrate the story of your design to visually impaired users.
Always provide appropriate information whenever you see the opportunity to include content in the Alt Text field or implement Aria Labels (HTML that helps understand interactive elements). It goes a long way!
Keyboard Accessibility
This is, by all means, the red carpet for users who can't use a mouse or engage with a touch screen. So, make sure your links, buttons, forms or even slideshow can be interacted with via the keyboard.
Captioning and Transcripts
This might not be something you do every day, but who knows? Almost everyone has a multimedia content channel these days. Provide captions for your videos and transcripts for audio content so that users that are deaf or hard of hearing can still be immersed in the content you have designed.
Responsive and Adaptable Design
We touched on this crown jewel in our Think Mobile article; it can not be over-emphasized. Your designed website or application should be fluid across screen sizes. It should adapt like a chameleon to the user's screen assistive needs.
We know you continue to see tips like these wherever you turn, but they are essential to creating a more inclusive digital landscape. You spending a few minutes absorbing these means we are even closer to empowering more designers to build with empathy.
Any visual designer can relate to the powerfully overwhelming task of searching for the perfect typeface for a project. There are hundreds of thousands of fonts to choose from when designing a brand that allows for complete creative control. A couple months back, we were met with such an opportunity at a small studio when Designers are Scary was conceptualized. Oh, the endless possibilities. The endless choices. Naturally, we decided to choose none of them and make our own. 🤷
Turns out, the best course of action was creating our own hand-drawn font! We knew the exact vibe we wanted, so we ran with it. Branding Designers are Scary (which I will now be referring to as DAS.) was my first project at a small studio back in February, and what came from this time of exploration and play led to one of our largest, most engaged recurring events at the studio.
Passionately, a small studio is all about empowering the emerging creative, and what better way to do that than to remove the curtain and show our unfiltered process of how we get things done around here.
So, here's how it happened…
Step One - Drawing It Out by Hand
So turns out, we bit off a little more than we can chew. Illustrating the typography for everyDAS event is a lot more work than it needs to be. We need to figure out how to turn this into a font file.
Any illustration program would have worked for this step: Photoshop, Illustrator, MS Paint, the Pen tool in Figma, doesn’t matter. Whatever you like! My illustration program of choice is Clip Studio Paint, a program that I jumped head-first into years ago when I was still figuring out my creative work flow.
Drawing our font was the best part about all of this! We wanted a silly, bubble letter, cartoon look to completely juxtapose the intimidation of what a “scary designer” would feel like to an emerging creative. Easy. Creating the key art in this fashion took some time, but was an extremely enjoyable process. The issues came when new graphics promoting the event were needed.
Who was going to be able to take over if I ever wasn’t able to draw things out myself? We needed to get this type process on a program that everyone in the studio could use.
Step Two - Jumping Into a New Program
How the heck do you even make a font file?? TBH, it’s easier than you think.
The most sound solution to our scalability issue of this brand system was creating a downloadable .otf font file that everybody could use. This would alleviate any need to hand draw these letterforms moving forward. After each and every letter was drawn once in Clip Studio Paint, there was no need to ever return to that program when creating DAS graphics.
Cut to Glyphs. Our second program in this process.
For those who don’t know, Glyphs (specifically, Glyphs Mini) is a shockingly user-friendly typeface development tool where users can create their own font files. In my opinion, this is one of the necessary programs for any designer remotely interested in type design. Each Glyphs file has an empty space for every glyph form you could think of. Letters, numbers, punctuation, every international character set, you name it. All you gotta do is create the matching vector in any style you want, and you’ll be able to type with it.
PS. Glyphs has light and dark mode. We care about things like that. 😎
Because we had every letter of the alphabet drawn out and ready to go, we could drop a screenshot in and trace over using everybody’s best friend, the pen tool. Super easy!
Step Three - The Pen Tool. Not So Easy.
Unforeseen-Technical-Difficulties alert! Scary Designer is an outline, cartoon font. This is an uncommon type design choice, so we need to get crafty in Glyphs.
Using the Pen tool in Glyphs is almost identical to Illustrator or Figma, so tracing out the screenshot of our letters was quick and simple. Glyphs, on the flip side, does not let you toggle between fill and outlines when you create a vector. It will always fill in the shape as a default, and you would have to switch to outlines in a different program. This is not at all what we wanted. We were hoping for our font to appear more cartoony which would require overlapping outlines, variety in line pressure thickness, and other minor visual elements that just doesn’t work with solid bubbles.
No, the line work itself needed to be a closed shape. Yikes.
After a lot of googling and research on the Glyphs forums, we found a system that works to alleviate this issue: offset curve by 1 pixel -> make stroke. This simple solution allows this font to operate almost exactly how the illustration works, including a variation of line pressure, which solves for an issue of appear too vectorized. Perfect!
The Scary Designer typeface operates with two weight styles: Outline and Fill. This is a sort of non-traditional approach to type design, but it allows for the most ease when delivering the font to users who don’t want to spend time filling in the cartoon outline themselves. This experimental font can therefore lead to a ton of experimental use-cases!
Step Four - Testing, Testing, Testing.
The fun doesn’t stop there. There’s nothing worse than a typeface with unpredictable, unbalanced kerning. Cut to hours of typing out fun words making sure the spacing is clean.
I’m sure most designers can relate to the unhealthy obsession that is pixel pushing when nearing the end of a project. This phenomenon has never been more prevalent in my professional life than when polishing off a typeface for use. Every letter requires personalized spacing to create visual balance. Curves and points in typography need to overcompensate when compared to flat lines on a horizon. Counter spaces need to be filled uniquely with each letter pairing. It’s a lot!
I went into this process knowing that this could come at the detriment of my other work responsibilities. So, I let myself have fun with this process and would remind myself that this font is supposed to be silly. That’s the beauty of a display typeface. If there are imperfections, call it stylistic~. Okay, maybe that’s not the best advice, but having grace with yourself will make life as a designer a lot less stressful. Moral of the story? It’s an important and hard skill being able to give yourself permission to notobsess over the little things. For your mental and physical wellbeing, sometimes you just can’t let yourself go there.
Besides, who has time for stress when you’re having this much fun?
Step Five - Set It Free.
You create a typeface in order to serve a purpose. You’re filling a small space in the design world that was previously open. While creating the typeface was a fun project, there are countless other projects & designers just waiting to take your font and run.
It’s time to hit publish! I gotta be honest, there is no greater feeling than packaging up a font family into a little zip file and uploading it somewhere safe. Making the font was a whole lot of fun but being done with it is even better.
Updating DAS marketing graphics is way easier than ever. Instead of spending a half hour drawing out the perfect #3, I just need to hit it once on my keyboard. I’m not sure if or when anyone else will be downloading and using Scary Designer, but the fact that other designers even have the option to download it if they want to is pretty surreal. Hours of somebody’s life- my life- exists in a simple .otf file and I love re-experiencing that joy every time I use it. What a weird emotional time capsule.
Mastering the art of ideation and execution is critical to any designer's success, but cultivating the craft of presentation propels you miles ahead of others. It is the fastest way to spotlight your gifts, front, and center.
We use our platforms to empower emerging creatives towards being able to achieve this. In this edition of Ding! we will highlight a few tips that make a world of difference when building a portfolio.
1. Have an Origin Story: Everyone you have ever respected or loved has a story you resonate with- It's what makes their vibe just right; you need one too. Take a moment to reflect on your design journey, how you fell in love with creativity, the challenges you overcame, and the skills you've honed along the way. Use your unique experiences to build a narrative that breathes life into your portfolio.
2. Present to Delight: Your portfolio should be a visual feast, showcasing your projects in the best light possible. Mock them up, place them in situ, and have prototypes. Ensure there's flair, finesse, and magic sprinkled all over it. A dazzling representation of your work can elevate a good project into a legendary one!
3. Assemble Your Faves: Your portfolio is your A-team, and each project is a formidable member with unique strengths. Choose your projects intentionally, representing your diverse range of skills and styles. Every project should be a compelling tale of triumph, of how you used your talent and perspective to overcome design challenges.
4. Embody Versatility: Flex your design muscles by including projects from different industries, and mediums. This versatility will demonstrate your adaptability and prove that you're ready to take on any creative challenge that comes your way. If your skillset is specialized,then you can tailor your portfolio reflect that exceedingly well.
5. Show Your Collaboration Skills: Teamwork makes the dream work! So, if you've collaborated with other creative minds or worked on team projects, highlight those experiences in your portfolio. This is how you signal your ability to thrive in a collaborative environment, a sought-after trait in the design world.
6. Make It User-Friendly: Your portfolio should save the time of potential employers and clients, not rob them of this precious resource. Keep your portfolio user-friendly and easy to navigate, so your audience can effortlessly explore your masterpieces and learn how your mind works wonders.
While all of these points are essential, one critical one is that you should only feature works you would love to do much more of in your portfolio. This prevents you from getting stuck doing work that does not fulfil you.
Every designer has uttered these words at one point or another; "I know I saved it" when searching for a much-needed design asset. You know the struggle—the relentless pursuit of the perfect design assets 🤦.
According to Creative Market, the average designer spends approximately 12.6 hours a week searching for design assets. That is a lot of time to embark on a weekly asset-hunt. Searching for the perfect font, illustration, icon, images, color scheme etc. Some designers, reading this, will be like;
"I need to change my ways." you should, because the time adds up. Perhaps, consider being more organized and intentional with your creative execution journey.
Every design endeavor shouldn't be a deep dive into the sea of sameness and an endless click-fest through websites with similar fonts, patterns, and icons. You need to start approaching your executions with a clear plan, arming yourself with a collection of assets before you ever need them. This ensures that you reach your creative vision swifter. See a few reasons why you need this;
Time is precious: Having a well-organized library of design assets at your fingertips, you spend less time searching and more time experimenting and unleashing your vision. No more aimlessly wandering through the internet’s wilderness—it's time to reclaim your hours and invest them in crafting extraordinary designs or even having more time to yourself to chill.
Consistency breeds excellence: When you have a system in place for organizing your design assets, you establish consistency in your work. Consistent use of fonts, illustrations, and icons creates a cohesive visual language that elevates your designs to new heights. It's like having a map that leads you toward consistent, high-quality designs that captivate.
Efficiency fuels innovation: When you're organized, you can quickly access the assets you need, enabling you iterate, and push creative boundaries. The more time you save on searching, the more time you have to explore new techniques, test daring ideas, and bring fresh perspectives to your designs.
Whether you are a seasoned designer or a newbie, everyone needs to embrace being organized and intentional. It is challenging to have enough time for execution in most of the tasks we execute as Designers, so optimizing the process is essential to creating work we can be proud of.
Keep those assets organized on the path to boundless creativity!
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