Hot take:

Every brand has a single, true identity. There aren’t a multitude of solutions. There’s one answer—like a Russian doll, it’s already there, but hidden.

The work is uncovering it, not inventing it.

The number of companies who come to us after getting the “B Team” from a big agency is wild.

I only hire senior-level, A-team designers.

Build the thing your biggest competitor wishes they owned

There’s nobody to impress. The only people worth impressing already love you unconditionally. The ones you have on a pedestal are only there because you’re projecting the best parts of yourself onto them.

When you realize you only want these people to like you because they remind you of the parts of you you’ve suppressed or hidden away, you’ll... See more

i think we were meant to live slower than this. to grow tomatoes. to take afternoon walks. to cry without apologizing for it. to be bad at things and still do them. we weren’t designed for constant achievement. we were meant for moments. small, soft, nothing-special moments that somehow mean everything.

Check out Nick Pattison on X.

Designing 1-week brand sprints at https://t.co/AGqh7St018 ⊹ Previously @pentagram and @miltonglaserinc

Unsexy businesses in sleepy industries usually have the most potential to show what's capable with branding.

Some of our best work this year came from projects that started with "wow, this sounds awful."

Every AI company we talk to asks for branding that feels like “nostalgia meets future.”

It’s not just an aesthetic choice — it’s a strategy to soften fear around an uncertain future.

Brand identities often lose their polish after handoff.

Even with big studios—client websites rarely match the case studies.

This year I’m building a team of expert brand "implementers" to work with clients post-handoff.

Drop your work below to join us ↓