Building a brand identity is like composing a soundtrack for a film. You must find ways to touch on the same themes, while still introducing variations and inventive ways to create an atmosphere – in our case, the rich universe of a brand.

Right now the Metalabel squad is in the throes of the creative process of something you’ll see in the Fall. We’re excited about what we’re working on but we’re also in the thick of it. We still don’t know where it will all lead.

Some days the not-knowing is agonizing. The first time I experienced the feeling came while building Kickstarter, and it... See more

We think of it as three pillars: AI, human, and brand. AI brings power and speed, the human brings taste, intuition, and problem-solving, and the brand provides the framework that keeps everything on-point and relevant. Without that balance, you either get work that’s technically impressive but soulless, or work that’s imaginative but not aligned... See more

I usually don’t know what I want until someone shows me, or until I encounter it in the world for the very first time. That’s why, when I work with a creative professional like an illustrator, I am careful never to lead them too much about what silly ideas I think I have; I want to give them maximum freedom to put their own stamp of creativity on... See more