To understand how this belief evolved,
you’ll have to take a quick trip back in time.
Advertising held little interest for us back then.
Too many inflated egos.
Too little attention to detail.
We were perfectionists dedicated to the
communicative power of superior aesthetics.
Advertising shouted at people;
we wanted to sing.
But then things got interesting.
Brand began to leap the fence and wander off in new directions. For the first time, it became possible to design interactions, emotions and purchase decisions.
Except, for a long time, they weren’t being designed. They were being merely engineered. And like clumsy machines, brands in the digital world were sputtering, stalling, breaking down.
It was time to bring the disciplines of design to the brave new world of branding—a kingdom in which empathy is the coin of the realm.
We picked up our flag and stuck it in the ground.
From now on, design is for all brandkind.