magic + brain
Good work needs both sides working together. The magic is the part that makes someone feel something (a name that sticks, a color that stands out, a photo that stops the scroll). The brain is the part that makes sure it actually works (a strategy behind the look, a reason for every choice, a plan that fits the business, not just the mood board). The projects here move across a lot of different worlds, from neighbourhood grocery stores to nonprofits, from software companies to skincare, from food brands to cost management tools. Different industries, different audiences, same approach: find the idea that feels right, then build the structure that makes it work.
73%
Companies with strong brands outperform the broader market by 73%.
— Interbrand, 2021
90%
Intangible assets — brand chief among them — now account for 90% of total business value, up from 17% in 1975.
— Ocean Tomo, Intangible Asset Market Value Study
3×
Strong brands capture, on average, up to three times the sales volume of weak ones.
— Millward Brown
67%
The most creative brands see 67% above-average organic revenue growth over the long term.
— McKinsey, 15-year Cannes Lions analysis
why brand is a business decision.
Good design isn’t decoration. It’s compounding interest.