The Why
A simple, everlasting truth: people don’t buy what you are doing; they buy why you are doing it—Simon Sinek.
Why?
The hardest question we ask ourselves is, Why? Why are we doing something? Why are we building this brand? It is much easier to figure out what we are going to do and how we will do it than to figure out why we are doing this. The why is probably the best value proposition (the destination) you will ever need. It has everything you will ever need there; it will guide you, push you, and motivate you when things are hard. And it will get hard, trust me.
We never build brands for everyone to like. That is impossible unless you are doing a pizza brand :). But for real, if the target group is well-defined, finding the distinction for the product or service design we are building will be easier.
Ask yourself:
How to be unique?
You don’t need to change the world (we do hope you can), but you do need to be different (why are all the cars different? Why is there not just one?). People need to know this, people need to feel this, and people need trust.
What are you best at?
Can you do it better than everyone else? Do you know how? Focus the brand around what you can do and what you believe in, including your ethics and view of the world.
Do you know your competition?
At all times, you need to know what the world around you is up to. Study it; don’t ignore it. Go over every case study and figure out why you are better.
Can it be personal?
Include your personality in the brand. Your values, your views—at the end of the day, you will be in the front—users, you will be the constant voice of the brand.
What is the story?
When you go through all of this, there should be a clear story about your brand and why you are doing this in the first place. A story never changes; it can adapt a little, but it always comes from your history, which leads to the future.
Things worth considering: have a good reason why you believe in something; values drive exceptional brands tirelessly; the design is the quiet ambassador of your brand.
Don’t miss the next essay. Signup for our newsletter
⸻ Newsletter signup
Dear Client
We need to talk — honestly, openly, and with respect.You’ve trusted us with your vision, and that means everything. But good design isn’t just about creating what’s asked — it’s about knowing when to pause, rethink, and realign. Sometimes that means saying no, stepping back, or choosing a different direction for the sake of something better.
I’ve seen inspiration exploding to space
Isn't it funny when you scroll to the end of the internet, go through all your old books, open a few old files, do walks around the city, around your favorite wood trail, and even go to the bookstore a few times to get that little inspiration that would help you do a project?
Both love and design require deep engagement
Both love and design require deep engagement, intuition, and personal experience to be fully understood.In other words you need to experience it in order to understand it
The Worst Kind of Project
What’s the worst thing that can happen to a designer? A project that’s designed — but never realized.
A healthy brand
By now, sustainability has become an annoying buzzword, and even big brands have started to abuse it in their advertising. Nothing new—advertising and corporate communication will always pick up buzzwords for their claims - just remember eco back in 2005.
12 Proverbs
Funny how old wisdom always rings true. Proverbs are sacred; just think how long it took them to be still valid. Even if we choose to violate them, we painfully feel their meaning on our skin.
