Work

The inspiration was decidedly “off-algorithm” (a concept we’re seeing more and more). They pulled from movies like Elf and 60s Batman for visual inspiration. The results: forced perspective shots and that classic city-climbing look that feels immediately familiar.

In the coming years, we will see more and more people publicly embody contradictions, and that will make it hard to categorize them in the algorithm of our minds. We will be forced to find beauty in the weirdness we’ve tried to optimize away. Merriam-Webster named authentic Word of the Year in 2023, but on the eve of 2025, it turns out we’ve been i... See more

If you pay attention to the right kind of weird, it will tell you where old values are crashing into new ones, and those new values are what you can build the future on top of. The most successful brands tapped into our new values before we even had the words to describe them, and they got an outsized return by betting on them early.

Seventy-five percent of the content marketers create is useless and created out of habit.

Having good products are not enough. New brands need lore and storytelling across mediums, and visual identity standards are leveling up.

What unites niche brands, magazines, and establishments is taste as an activity, constantly practiced, developed, and cultivated. Their taste is opinionated and always evolving, refined

and questioned, judged and discussed.

It’s a taste in progress.

Creative volume is more important than ever, from organic posting to testing for ads; integrating better concept ideation is crucial for brands to succeed, we want to be a key resource for you.

Retail brands are curators of a way of life - there’s a Prada life, an ON Running life, a Jenni Kayne life. In addition to their core business, brands build the entire worlds that customers step into.

Fewer mission statements please, more mission questions.