move slow, see more

Every brief mentions culture, but most don’t really know who they’re specifically trying to reach.

Chasing trends isn’t how to cultivate taste or a real point of view. It’s fleeting, it’s forgettable and it’s unsustainable.

Most brands want to create worlds. Some do it well; most don’t. You can’t build a world you don’t live in.

Identity comes first.

There’s two approaches to all creative work:

1. Focusing on attention and scale

2. Prioritising intentionality and depth

Two behaviours, two outcomes. One compounds and one fades.

Actually doing the work instead of appearing to.

Mailing lists and merch drops aren’t how you cultivate, nurture or galvanise a community. It requires something much more meaningful.