Case: Creative Direction from an evolutionary purpose

How things come together in unexpected ways. I just wrapped up the Creative Direction for a Brand Guide for a Regenerative (as in Sustainable, Innovative, Circular) up’n’coming company. It was based, processed and built out of the company's reason to exist; the _real_ need their product/system fulfill; hence; their evolutionary purpose. How close some of the work has been to what I’ve been doing for Robyn, among others, for many years. There’s the message and aesthetics that needs to be aligned with the artistic vision (here: the purpose), and it comes to life through a dialogue with a vibrant social (living!) field/context and an awareness for the signs of the time.

But there have also been lessons learned from some of the global companies I’ve been working with as well - yes the global ones who have more than A LOT to sort out when it comes to sustainability and equity today. On the other hand, what has been obvious is how a global perspective with local adaptation as was happening pretty early at Nike & Adidas i.e. (compared to many alikes), - along with the development of pop culture and media, has something of value. This something could be of use during the huge transformation ahead of us.

BUT the next level is updated to a planetary perspective, decentralized solutions plus new business and ownership models. Business models to make things move, here and now, organically scaling it up - integrating and transcending old systems not simply “disrupting” them! And ownership solutions that aren't like digital industrialism (to quote Rushkoff) turning people into billionaires or gig workers. We’re into a transformation of the way we all live here and it needs to happen with speed, but even more; with depth.

Major thank you to all masters & magicians involved; bits and pieces added from Sköndal to Liljeholmen, Mexico and New York!

Teamwork.

(Curious about the actual product/system? Stay very tuned!)