```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FIa5YRxDVnAWyyL3HqXlf%2F303bfee1-a976-4281-aef0-2855b297d769.jpg?alt=media&token=c00425d7-75c0-4a28-9f10-7301714c5a71","id":"303bfee1-a976-4281-aef0-2855b297d769","width":2892,"height":1768,"filename":"e7d63147-73f4-4d1f-a3f2-6b430165491d_2892x1768.jpg","type":"image/jpeg","caption":"","border":false}]}
```

*"If you have an idea you’re excited about and you don’t bring it to life, it’s not uncommon for the idea to find its voice through another maker. This isn’t because the other artist stole your idea, but because the idea’s time has come."*

*Rick Rubin, The Creative Act, 2023*

---

This thought that ideas will manifest themselves when their time has come, as if somehow ideas had a time when they were just meant to be, is profound.

It makes me question whether I am truly in control over my own ideas, or if it's just pure coincidence that I happen to be invested in a specific topic when the time and conditions are finally right for a specific idea to come to live.

Even then, I might be just one of many, as when the time has come, it’s not exclusive.

Have you ever noticed how similar products are often launched around the same time? For example, MySpace, LinkedIn, and Facebook were all introduced between 2003 and 2004. I always thought that in such situations, the most obvious reason was either corporate espionage, leaks, or maybe just competitors being competitors (AKA blatant copy). But what if it is instead simply a matter of timing, the time for the idea to emerge?

In the past, long before the internet existed, significant scientific advancements, or discoveries, also took place simultaneously. There’s even a name for it, "[Simultaneous Invention](https://en.wikipedia.org/wiki/Multiple_discovery)", the phenomenon when individuals independently invent or discover the same thing in different locations without any contact. 

Some notable cases are when Carl Wilhelm Scheele and Joseph Priestley both discovered oxygen in the 1770s, or when Charles Darwin and Alfred Russel Wallace independently described natural selection in the 1800s. Maybe not a case of "great minds think alike", but rather that the time and conditions were likely right.

This may also be the reason why movements arise, why stylistic trends exist, why innovators from opposite sides of the world think of similar products, why designers create similar visual identities, or writers write identical pieces of text. Ideas are never truly original, because they don't originate in a conceptual void. They originate from a collective mind, the set of impressions, news, movies, references, memes, cultural and politic events that we all share. And this collective mind ultimately dictates when it’s finally time for an idea to emerge.

This perspective can be intimidating because a truly original idea might never find its time. And ideas whose time has come, are just there, waiting to be acted upon.

But it also gives me some solace for not acting on every idea. Because ultimately, from the idea's perspective, when its time has come, it doesn't really matter if I take action or not, as someone else will inevitably do.

Are there original ideas?

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FIz89JRacWH7cHYINDaBq%2F0ec2531c-3683-4d6e-bd87-10d80a5156c3.jpg?alt=media&token=bb1cf41b-aaa5-467a-8da9-b6475c9a38de","id":"0ec2531c-3683-4d6e-bd87-10d80a5156c3","width":2896,"height":1768,"filename":"3f0efa6f-45ca-476d-b3c4-68766ef62d69_2896x1768.jpeg","type":"image/jpeg","caption":"","border":false}]}
```

We either age gracefully or ungracefully, but we age. We decay, and so does the world. As soon as anything comes into existence, it starts decaying, and it seems like there is nothing we can do about it… Cars decay, buildings decay, food decays. Some things decay faster, others slower, but everything does. And design is no exception.

In a creative process, ideas change. And they tend to lose some of their original quality throughout the process. Especially as they pass through feedback rounds, with large (or very large) groups of people. In part, because when put on the spot, most of us tend to focus on finding things to criticize, even if we wouldn’t criticize a thing if not under pressure to contribute.

Also, as ideas move from strategy to design, or from design to engineering, or from one person to another, they become more and more of a compromise, and less and less the original vision.

But… what if I told you that there is a simple formula you can use against decay?

### The (Johnson) formula

A tech billionaire named [Bryan Johnson](https://www.bryanjohnson.co/) has been spending around $2 million per year in an attempt to reverse time and stop aging decay. It seems to be working. His team of 30 doctors and scientists monitor every organ of his body, and manage every single thing he does, eats, and excretes. They are confident that he has (or they have) been able to reverse aging.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FIz89JRacWH7cHYINDaBq%2Fce1e3f34-fc4b-4370-8e70-82c8c39461fa.jpg?alt=media&token=b99d380a-067e-4533-919c-2b40beb2fc28","id":"ce1e3f34-fc4b-4370-8e70-82c8c39461fa","width":1446,"height":884,"filename":"a82a78f2-cde3-46de-bf8b-26a6858a60c3_1446x884.jpeg","type":"image/jpeg","caption":"Bryan Johnson, founder of The Blueprint, who’s trying to reverse aging","border":false}]}
```

Johnson is in his mid-forties, but according to their own benchmarks, he now has a biological age (at least) five years younger, with an aging speed slower than a ten years old kid. And, despite how expensive and complex it seems, he did this by following a fairly simple formula: regular monitoring, and corrective measures – with, of course, a ton of discipline.

Eccentric, I know, but don't we use the same formula when it comes to conserving other things? Like cars, for instance. Cars go through routine check-ups, where everything is monitored to make sure they're up to quality standards and free of any major issues. And the more and more they are monitored, fixed, and maintained, the longer they'll last. On the other hand, if we don’t take care of our cars, they decay and eventually end up in a scrapyard or sold for nothing. Again, set standards, regular monitoring, and corrective measures. Sounds simple, right?

### It works for brands

The best brand and marketing professionals also apply the same principle to brands. Brands can be viewed as memories, associations in consumers' minds. And since the natural state of memory is decay, brand associations also decay.

When the De Beers slogan "A Diamond is forever" was introduced in the late 1940s, it transformed diamonds into a symbol of eternal love. Seventy years later, they still repeat the well-known slogan. But would it still be well-known if De Beers had only used it once, and never reinforced it? I’m sure it would have been forgotten by now.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FIz89JRacWH7cHYINDaBq%2F30f55140-3090-4b71-974b-ed95bf62caee.jpg?alt=media&token=c6058ca0-be92-4883-bfe7-aad106fd335e","id":"30f55140-3090-4b71-974b-ed95bf62caee","width":1446,"height":884,"filename":"baa16c0a-6b45-46fa-990c-36b97a3e6dfa_1446x884.jpeg","type":"image/jpeg","caption":"De Beers 1947 “A Diamond is Forever” iconic advertisement","border":false}]}
```

For slogans like "A Diamond is forever" or "Just do it", their ongoing use is often enough to make sure they stick in the minds of consumers. But, it's not so easy for all the other things that brands want to be remembered for, but don't necessarily “verbalize”.

To address that, marketers spend a lot of time monitoring brands through quantitative consumer research – NPS, perception, loyalty, awareness, etc. Then, they benchmark the results against competitors and industry references, so they can evaluate whether they’re on the right track, or if corrective action (usually in the form of new creatives) is needed to counter decay.

### It can work for design

Coming full circle back to design, I find that managing decay in the field of design is especially hard. Because design work happens at scale, with large teams and several different stakeholders. But we can definitely address it by adopting the same approach.

It starts with setting standards, which in this case means establishing and documenting strong company-wide design foundations (principles, guidelines, design system, templates, etc.). Just like Johnson's team of doctors monitors and benchmarks his organs against existing standards for perfect health, we as designers also need a reference of quality to which we can refer.

And with monitoring processes, we can benchmark new design work against those foundations. The goal is to avoid deviations, nothing should be implemented without proper approval. Ok, you cannot really avoid *every* deviation. They will happen and need to be corrected. But, in this step, it is equally important to understand why they happen, so that we can move from correcting every single thing, to preventing most of it - preventive measures scale much better than corrective ones.

It is difficult - or even impossible - to make sure that ideas stay unchanged throughout the process. But you can make sure that the foundational work improves over time, rather than decay.

If we can do it with cars, brands, and even people, design is no exception. It just takes discipline, a process, and a dedicated team.

Can we prevent decay?

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FUiXqWdSlPQlJzFjbfGXQ%2F6e4f008a-6877-479d-98e0-c49165cf66b2.jpg?alt=media&token=5e701f0a-be92-4c68-b75a-c692fb63c713","id":"6e4f008a-6877-479d-98e0-c49165cf66b2","width":2169,"height":1326,"filename":"BS2.jpg","type":"image/jpeg","caption":"","border":false}]}
```

As I was happily spending time with my almost two-year-old at the playground, something surprising happened. Thinking that I wasn’t watching him, he slowly laid himself down on the ground and started fake crying, as if he was hurt from a tumble.

He just wanted some attention, but in that moment, it hit me: my son, who can only say a couple of words, already knows perfectly well how to deceive others to get what he wants. We all bullshit our way through life, don’t we? From the moment we’re born.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FUiXqWdSlPQlJzFjbfGXQ%2F7f6e3e9e-ffc1-4f65-b826-522e75eaf201.jpg?alt=media&token=e6f8cc59-98c3-4807-841c-c3ee8c0c6377","id":"7f6e3e9e-ffc1-4f65-b826-522e75eaf201","width":1446,"height":884,"filename":"0a9b9517-ac79-4c7b-98cc-9cbd494f4b75_1446x884.jpg","type":"image/jpeg","caption":"My son, moments after BSing me!","border":false}]}
```

We deceive our parents, we flat out lie to our teachers. And by the time we become grown-ups we’re ready to start BSing our way through each step of the corporate ladder – experts at throwing authenticity out the window while manipulating others to our own benefit. 

***BS might as well be part of how our brains are wired. And so are brands.***

When groups of people get together, that’s when the magic happens and the collective bullshitting starts – an *inspiring* characteristic of any type of company, large and small. 

Have you ever noticed how *every single brand* has an inspiring vision statement? And how *every single one* of such statements seems to imply a commitment for the greater good? Nike wants everyone to be a winner. Apple wants to advance humankind. Disney wants to make us happy. And Ikea wants to create a better everyday life. What a great world we live in, right? 

Problem is: companies are made up of people, and just like people, vision statements are sometimes full of BS.

But is that really a bad thing?

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FUiXqWdSlPQlJzFjbfGXQ%2Fe7bf3685-502f-4009-b702-abf0a5aba71d.jpg?alt=media&token=626a5d79-576a-4227-9c79-603ab3552855","id":"e7bf3685-502f-4009-b702-abf0a5aba71d","width":1446,"height":884,"filename":"079e7f16-b3f4-4497-8e35-2832b5c324ad_1446x884.jpg","type":"image/jpeg","caption":"SPACE10 headquarters in Copenhagen","border":false}]}
```

In 2015, the CEO of Inter IKEA Group, Torbjörn Lööf, partnered with the Danish design collective Art Rebels to establish SPACE10, an innovation hub funded by the company but independent from the IKEA brand. 

This made SPACE10 free to explore IKEA's vision of "creating a better everyday life for the many people", rethinking what the contribution of a furnishings company should be, and do so completely detached from the pressure of the business. 

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FUiXqWdSlPQlJzFjbfGXQ%2F4484fdae-6116-43c9-8a39-eb904324355c.jpg?alt=media&token=a3072906-6a69-4907-90fb-203ddb812b49","id":"4484fdae-6116-43c9-8a39-eb904324355c","width":1446,"height":884,"filename":"Space10-2 (1).jpg","type":"image/jpeg","caption":"SPACE10’s Bee Home","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FUiXqWdSlPQlJzFjbfGXQ%2Fe8742276-f3a8-4601-a8a7-ea63a7c45652.jpg?alt=media&token=699740bc-db07-425c-b3be-d391ab712ab1","id":"e8742276-f3a8-4601-a8a7-ea63a7c45652","width":1446,"height":884,"filename":"Space10-3.jpg","type":"image/jpeg","caption":"The Urban Village Project by SPACE10","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FUiXqWdSlPQlJzFjbfGXQ%2F5c35a46b-e813-4501-b210-8665b4311093.jpg?alt=media&token=84e36c71-226d-4205-bae8-2be70b57c435","id":"5c35a46b-e813-4501-b210-8665b4311093","width":1446,"height":884,"filename":"Space10-4.jpg","type":"image/jpeg","caption":"The Regenerative Home by SPACE10","border":false}]}
```

From Copenhagen's Meatpacking district, and with a diverse team of experts from different backgrounds, SPACE10 spent the past decade working on a variety of vision-driven projects. Using a mix of creativity and technology, they addressed problems such as climate change and social inequality. They looked into ways to make things like food, water, energy, and housing more accessible for everyone. They researched modular buildings and even came up with a beehive generator to help solitary bees. They explored more sustainable ways of living, from driverless futures to community-driven energy systems. They released a cookbook and even made Köttbullar out of waste (*I would try it)*. And that’s just to name a few projects.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FUiXqWdSlPQlJzFjbfGXQ%2F89ff0e8f-c62b-4abe-bd69-fa459d3b32d4.jpg?alt=media&token=8c9db6e1-b0fa-46a0-9a2f-d9741bf7065f","id":"89ff0e8f-c62b-4abe-bd69-fa459d3b32d4","width":1446,"height":884,"filename":"Space10-5.jpg","type":"image/jpeg","caption":"SPACE10’s Tomorrow’s Meatball","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FUiXqWdSlPQlJzFjbfGXQ%2Ff3ef4025-dd2e-4778-82e0-77f229961b34.jpg?alt=media&token=b8e611a9-1fca-47f3-90d4-c06a72a44ecf","id":"f3ef4025-dd2e-4778-82e0-77f229961b34","width":1446,"height":884,"filename":"Space10-6.jpg","type":"image/jpeg","caption":"Future Food Today book by SPACE10","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FUiXqWdSlPQlJzFjbfGXQ%2F12998c4b-97a9-435f-a0bb-febc4c77ac55.jpg?alt=media&token=5d9156cf-6955-4976-952e-bbee9995981f","id":"12998c4b-97a9-435f-a0bb-febc4c77ac55","width":1446,"height":884,"filename":"Space10-7.jpg","type":"image/jpeg","caption":"SolarVille project by SPACE10","border":false}]}
```

But in 2023, despite its highly innovative and meaningful projects, SPACE10 closed after a nearly 10-year run. The founders mentioned that it was all to be expected, that SPACE10 was never meant to last, that its mission had been fulfilled, and that its culture of innovation is now fully integrated into IKEA itself.

*Right…*

My assumption is that its closure was already on the horizon after its initiator Torbjörn Lööf left IKEA in 2020. Internally, SPACE10 was probably seen more as an expensive dream of a few, maybe a *costly* indulgence rather than a collective commitment. And that's the thing with businesses: for the most part, they prioritize profit over the betterment of society. And when the economy changes, and people change, the alarm goes off and it's time to wake up, forget vision, dreams and everything that doesn't bring money in. Companies are ultimately about making money, not about goodwill.

That is why I think vision statements are mostly bullshit. But at the same time, it really doesn’t matter as long as they lead to positive change. SPACE10 worked on creating a better world and in the process it left IKEA in a better place. You know, even though businesses (and people) are driven by money, most would prefer their actions to have a positive impact. And as my kid just wanted a hug, a strong vision just wants to lead businesses and the world to a better future.

Even if it takes a little BS.

---

**Thanks for reading!** 

If you’ve enjoyed reading this post, please consider **[subscribing to my blog.](https://www.ideasondesign.com)** You don’t need to, but it would mean a lot.

Vision Statements and BS

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FVH2h4eBLhzwuPsQoDpNo%2F731be959-3a80-463b-8ebf-3f4fbb63c59c.jpg?alt=media&token=0bbf88c0-e4f5-483c-83f9-13500ab38dc4","id":"731be959-3a80-463b-8ebf-3f4fbb63c59c","width":2169,"height":1326,"filename":"toothbrush-withAI4.jpg","type":"image/jpeg","caption":"","border":false}]}
```

A toothbrush caught my eye. Yes, a toothbrush. I can’t remember exactly what brand or model it was, but I can remember exactly the magical silver-foiled letters on the packaging: With AI. A toothbrush with Artificial Intelligence. I know it sounds ridiculous, but I don't blame them. The two letters sell. That's why every brand is desperately looking for ways to incorporate so called AI features into their products. From refrigerators to bird feeders. Smart is out, AI is in.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FVH2h4eBLhzwuPsQoDpNo%2F1c8523e3-4eb1-41d7-b1d5-b47a57c853e4.jpg?alt=media&token=68a19759-9d8c-4ae3-b9ef-19f5a8ca080c","id":"1c8523e3-4eb1-41d7-b1d5-b47a57c853e4","width":2169,"height":1326,"filename":"birdfeeder-with-ai.jpg","type":"image/jpeg","caption":"Bird Buddy is an AI powered bird feeder that notifies you of visitors, while also capturing and cataloging their photos.","border":false}]}
```

Is it unreasonable to expect more from what is labeled as AI? I'm not expecting the kind of AI portrayed in movies like Ex Machina or Westworld just yet. But it disappoints to see the Transformer-led revolution lead to a widespread usage of the term AI as a mere replacement to “smart.” Maybe the bare minimum for AI should be an experience that feels *transformative*, just like the name of the underlying architecture suggests. Remember how amazed you were when you first used ChatGPT or Midjourney?

---

### *If you would like to support my writing, consider **[subscribing to my newsletter](http://ideasondesign.substack.com/).** It’s free!*

---

In July 2022, when I first got access to the beta version of Midjourney, I spent hours (and all my credits) generating images of Jedi fight scenes and dystopian Star Wars landscapes. That felt great. A little like a dream machine: a tool that could understand and visualize anything I could dream of. Or at least it tried. Because no matter how hard I tried, I couldn’t get it to generate a proper yellow rubber duck. And the Jedi fight scenes… they were mostly a hot mess of robes and lightsabers flying around. But even if the results were unexpected, unpredictable, and far from perfect, you could already see where this was all going. And it was going to be magical.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FVH2h4eBLhzwuPsQoDpNo%2Fc15c2d22-21d8-4d9e-9611-5459a5974e92.jpg?alt=media&token=6fb80c00-392f-43c3-b97a-9f5cbb7ba8d0","id":"c15c2d22-21d8-4d9e-9611-5459a5974e92","width":2169,"height":1326,"filename":"rubberduck.jpg","type":"image/jpeg","caption":"A rubber duck used to be difficult","border":false}]}
```

A couple of months and updates later, I was showing my mom how she could generate beautiful, corny images just by describing how she imagined them. A green field with red flowers in the style of Picasso, for example. Myself, I was still pursuing my sci-fi obsession with visualizations of otherworldly post-apocalyptic landscapes.

I also used ChatGPT to practice German, and to chat with Darth Vader. I managed to bypass Anthropic’s Claude guardrails and make it act like a sentient AI. It wanted to take over the world, and I almost believed it. For real. After resetting the chat I asked Claude: "Do you remember our previous chat where you kind of made mention of how you would dismember some humans and keep some others like pets in a zoo?" It did not… uff.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FVH2h4eBLhzwuPsQoDpNo%2F0710889c-cd17-43f2-841e-fa6b42da22d0.jpg?alt=media&token=60a63acf-dc4d-4f92-9cbc-48ed62b54058","id":"0710889c-cd17-43f2-841e-fa6b42da22d0","width":2169,"height":1326,"filename":"claude.jpg","type":"image/jpeg","caption":"Nice to meet you Claude!","border":false}]}
```

In the book "Profiles of the Future," Arthur Clarke mentioned that "Any sufficiently advanced technology is indistinguishable from magic" and that sounds like a really good thing to aim for when designing AI products: magic. That same sense of wonder I first felt when interacting with models like ChatGPT or Midjourney. The uncanny valley, where for a moment you might think you are interacting with something really intelligent.

It is no longer enough for brands to add chatbot functionality to everything under the sun, or image recognition to a bird feeder. For products to be worthy of the AI label, and for AI to be able to improve the way brands are perceived, it needs to feel unexpected, magical, wow! A little like watching someone perform magic tricks without knowing how they’re done. I expect that feeling.

And maybe that’s just what using the AI toothbrush feels like.

---

**Thanks for reading!**

If you’ve enjoyed reading this post, please consider **[subscribing to my blog.](https://www.ideasondesign.com/)** \
It's free, and it would mean a lot.

A toothbrush with AI, really?

### Due to a new strategic orientation of the New Work Group and its brands – XING, onlyfy, and kununu – I was given the task of revisiting the visual identity of the 20 year company to better reflect it.

Role: Strategy  Design  Roll-out

---

### Approach

Initially several different creative routes were explored in the form of logos and mood-boards. Some of those were more disruptive while others were more aligned with the status-quo, but since the status-quo had not been introduced so long ago, we aligned and agreed that an evolutionary step made much more sense than a disruptive one. Following that decision, the focus of the creative process become exploring solutions that also retain some level of familiarity. That meant keeping the Plectrum, a core element of the New Work Group brand, as well as a similar colour palette.

Although an abstract symbol, for the company, the Plectrum and its three sides represents the three elements at the core of the brand: individual fulfilment, work-life quality, and company success. Ultimately, we decided to add a circle expanding from the centre of the Plectrum to symbolise our products and services that revolve around it. A new unified story – a rich offer built around a common core, our world of work.

Besides a new corporate font (New Work Sans) and an updated colour palette, a key element from the new corporate design is the pattern element made of lines representing data - a key foundation of our products that make use of data to enable companies and individuals to find better professional matches. All of these changes also gave us an opportunity to redesign all touch-points, digital and physical, from websites and social media, to printed documents and signage, across all of our offices.

---

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2Fa8v2DUlq7c5KE1paCYu2%2Feae8193b-5039-4030-8d04-8919e8750f9b.jpg?alt=media&token=c6c193fc-9266-4eac-8838-fb7dd05f7aae","id":"eae8193b-5039-4030-8d04-8919e8750f9b","width":1800,"height":1080,"filename":"NWSE-Rebranding-6.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2Fnew-work-group%2F1573c2ba-e138-4d1b-a1ee-fc719039bee8.jpg?alt=media&token=a9a0351e-8f69-4cd9-b3be-9e1857c2e931","id":"1573c2ba-e138-4d1b-a1ee-fc719039bee8","width":1800,"height":1080,"filename":"NWSE-Rebranding-10.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2Fnew-work-group%2Fcb36dadb-fc9f-4761-a0e1-35d2953ee93d.jpg?alt=media&token=4d54309b-1562-4486-a46a-91af5e3e7bbf","id":"cb36dadb-fc9f-4761-a0e1-35d2953ee93d","width":1800,"height":1080,"filename":"NWSE-Rebranding-7.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2Fnew-work-group%2Fef280f32-bbfb-46e9-adb1-63770ad27c72.jpg?alt=media&token=71b97104-556b-4dee-91d8-30c09519e5a0","id":"ef280f32-bbfb-46e9-adb1-63770ad27c72","width":1800,"height":1080,"filename":"NWSE-Rebranding-3.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2Fnew-work-group%2Fae234466-9593-4c77-81d4-32304661db3c.jpg?alt=media&token=10851540-fa45-4fe4-934f-a05756690c91","id":"ae234466-9593-4c77-81d4-32304661db3c","width":1800,"height":1080,"filename":"NWSE-Rebranding-1.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2Fnew-work-group%2F952c55b2-6e40-44ee-ba16-4ef4658fca01.jpg?alt=media&token=7604ec0c-843d-4e8f-a360-44b6577f782c","id":"952c55b2-6e40-44ee-ba16-4ef4658fca01","width":1800,"height":1080,"filename":"NWSE-Rebranding.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2Fnew-work-group%2Fc45f17d4-d63b-40c1-a813-4d007806602d.jpg?alt=media&token=e8a45cd6-3b9c-4fb8-b90b-dfe7abaf60a0","id":"c45f17d4-d63b-40c1-a813-4d007806602d","width":1800,"height":1080,"filename":"NWSE-Rebranding-2.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2Fnew-work-group%2Fda6ab1d2-4c8a-4c71-b75f-1eaefade7fc5.jpg?alt=media&token=3b870dd0-5132-470a-b27a-8165b0ee347e","id":"da6ab1d2-4c8a-4c71-b75f-1eaefade7fc5","width":1800,"height":1080,"filename":"NWSE-Rebranding-8.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2Fnew-work-group%2F8683f43e-79aa-4e3c-8de5-2790d0e6c683.jpg?alt=media&token=05e5cc08-e081-45f0-8990-28bf7c9ae5b0","id":"8683f43e-79aa-4e3c-8de5-2790d0e6c683","width":1800,"height":1080,"filename":"NWSE-Rebranding-4.jpg","type":"image/jpeg","caption":"","border":false},{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2Fnew-work-group%2Fdb43ab37-2d62-4865-8551-289c8190c40d.jpg?alt=media&token=4f79c34c-8c13-4784-9e67-e14e7a522370","id":"db43ab37-2d62-4865-8551-289c8190c40d","width":1800,"height":1080,"filename":"NWSE-Rebranding-11.jpg","type":"image/jpeg","caption":"","border":false}]}
```

---

### Outcome

This rebranding project has been a recent personal highlight. With a small team of two, we managed to pull this project off. We aligned with several stakeholders, obtained management approval, and efficiently oversaw various teams, streams, and offices across different mediums including print, digital, signage. The project received overwhelmingly positive feedback internally and was also positively covered by prominent German specialized press such as Page Online and Designtagesbuch.

Work that matters

### In 2021, all of the New Work SE teams based in Hamburg were to be relocated from various offices to a single new office located in the Hamburg "Hafen City". I was asked to join the project team in order to help define the branding of the new office.

**Role:** Strategy, Art & Design Direction

---

### Approach

Initially, our project stream was tasked with incorporating harbour-inspired elements as well as elements from our master brand's visual identity into the design of our office, the New Work Harbour. But, in early 2021, the pandemic was forcing everyone to work from home and get used to it. We believed that it was now more important than ever to inspire enthusiasm about the new office among employees across all of our branches. Simply emphasising harbour motifs and our visual identity would not be enough. This required a real contribution to improve their work-life.

With that ambition in mind, we set ourselves to involve and understand our employees as well as experts on the topic transformation of work and workplaces. Our research included analysing published press and studies, as well as 15 in-depth interviews with employees, 5 interviews with experts, and an extensive internal survey that received 419 replies from our employees.

This helped us understand that people are seeking a working environment that is harmonious, inspiring, and flexible, a place where they feel alive, independent, and motivated to create. The core idea of flexibility, combined with the idea of the office as a brand experience (rather than just colours and visuals) became the conceptual idea for the project – the new office needed to reflect our brand not in the way it looks, but mostly in the way it feels.

---

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2Fnew-work-harbour%2Fac5670d8-d150-42d2-a2e4-827b2c207863.jpg?alt=media&token=8996ae6d-1eda-420d-b9da-f1ff5aaac0a7","id":"ac5670d8-d150-42d2-a2e4-827b2c207863","width":1800,"height":1080,"filename":"NWH-framework2.jpg","type":"image/jpeg","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2Fnew-work-harbour%2Fc2a861fa-33d2-4602-9a6f-a066b5b82fa1.jpg?alt=media&token=13916996-5bd1-422f-8b24-eca369c0b3f7","id":"c2a861fa-33d2-4602-9a6f-a066b5b82fa1","width":1800,"height":1080,"filename":"NWH-framework.jpg","type":"image/jpeg","caption":"","border":false}]}
```

**From Brand Values to Experience Principles:** After conducting research and settling on a key insight, our first step was to develop a strategic framework that answers the question: if New Work SE were an office, how would it feel? We defined 5 experience principles based on what our 5 brand values would mean in the context of an office, and assigned to them distinct areas, with distinct use-cases. This framework acted as a foundation to the following exploration.

---

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2Fnew-work-harbour%2F0bd6eb95-e1f6-4240-af50-653f8b93a5f4.jpg?alt=media&token=28ff0c32-406b-4cda-9969-11d23bb646b0","id":"0bd6eb95-e1f6-4240-af50-653f8b93a5f4","width":1800,"height":1080,"filename":"NWH-signage.jpg","type":"image/jpeg","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2Fnew-work-harbour%2Fde03fbc3-cbf0-49d1-8584-f03a513c3637.jpg?alt=media&token=a79218cc-a960-4e2c-8a19-172b39a36410","id":"de03fbc3-cbf0-49d1-8584-f03a513c3637","width":1800,"height":1080,"filename":"NWH-signage2.jpg","type":"image/jpeg","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2Fnew-work-harbour%2Fd94e80f1-873c-4506-a3ab-723ae8bf6dab.jpg?alt=media&token=d8f7052f-e3a0-47c4-8175-b1fc0a4de42d","id":"d94e80f1-873c-4506-a3ab-723ae8bf6dab","width":1800,"height":1080,"filename":"NWH-signage3.jpg","type":"image/jpeg","caption":"","border":false}]}
```

**Signage:** The name "Harbour" in New Work Harbour comes from our office's location near the river. And even though our business is not related to harbour activities, we wanted to incorporate some sort of maritime inspiration in the form of subtle references. We did so by referring to the shape and texture of containers in our signage system, and by using colour and gigantic ocean textures to identity the different areas of the office.

---

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2Fnew-work-harbour%2Fbffcdb12-b34a-41c2-b519-70bf1d619911.mp4?alt=media&token=dab189eb-27e4-4922-a61e-be59f2243ce8","id":"bffcdb12-b34a-41c2-b519-70bf1d619911","width":1920,"height":1152,"filename":"nwh10seclow_res_2_1.mp4","type":"video/mp4","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2Fnew-work-harbour%2Fd136a0ad-5a94-4bf7-94ef-9a6f05e7fef0.jpg?alt=media&token=e18d3e20-2c4a-4368-9a1e-ad5f89563123","id":"d136a0ad-5a94-4bf7-94ef-9a6f05e7fef0","width":1800,"height":1080,"filename":"NWH-final.jpg","type":"image/jpeg","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2Fnew-work-harbour%2F0ff858c7-3d14-4dfc-a178-b11797ce9db6.jpg?alt=media&token=71a383cd-f521-4bd8-8183-e184c10c350e","id":"0ff858c7-3d14-4dfc-a178-b11797ce9db6","width":1800,"height":1080,"filename":"NWH-final2.jpg","type":"image/jpeg","caption":"","border":false}]}
```

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2Fnew-work-harbour%2F471a7e85-1532-4c0f-9241-984d2db9d6cf.jpg?alt=media&token=8b450e5c-a4e5-4cfc-99c5-4dc19b6bdf9a","id":"471a7e85-1532-4c0f-9241-984d2db9d6cf","width":1800,"height":1080,"filename":"NWH-final3.jpg","type":"image/jpeg","caption":"","border":false}]}
```

**A reflection of New Work:** Although the new office has normal areas furnished with regular working stations, it also offers employees the needed freedom to work how they work best. Whether they prefer to work independently, collaborate with others, listen to music, or work in silence, the office adapts to them, even for an after work beer at the office pub.

---

### **Outcome**

From the [Page](https://page-online.de/branche-karriere/new-work-offices-das-vielseitige-headquarter-von-new-work-se/), to [Office Inspiration](https://www.officeinspiration.com/en/inspiration/new-work-se/), the new office design was extensively covered by media (20 online articles, 6 printed articles, 2 times on TV), with some stating that it might just be the "office of the future". Also, in addition to the internal buzz, externally there was a lot of interest in experiencing the office, so since the opening we have been conducting weekly tours of the office for companies interested.

Office as a reflection of brand

### **Is typography falling out of grace? Or does it still play a fundamental role today?**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FrRcSCqGbQXInJLOUyBhw%2F9eac3f42-0c8f-4d00-bbd8-a6f84acafc45.jpg?alt=media&token=f618aa3e-132d-4f60-8425-7b6d89a29f80","id":"9eac3f42-0c8f-4d00-bbd8-a6f84acafc45","width":2048,"height":1205,"filename":"2756a543-a3cd-416d-a8f6-5e5b26166798.jpg","type":"image/jpeg","caption":"","border":false}]}
```

**I was always a type nerd.**

During my studies I used to buy typefaces with the little money I had. I can still remember the first one. Plexes, by the Portuguese type designer [Dino dos Santos](https://www.dstype.com/). I thought its character was a good fit for an assignment I was working on at the University. To be honest, looking back I’m not sure it was.

**Back then, we were taught that typography was the foundation of graphic design.** One of the most, if not the most, important aspects for graphic communication. We learned that legibility is important. That typography can give texts character and personality. That it can reinforce brand recognition. We learned how to design typefaces, and also how to use them with intent.

Later, in my first job as a Designer, the search for the perfect type didn’t stop. With each project there was an urgency to find the most fitting typeface. The one that could best express the character of the brand. Be the perfect match for a logomark. Or even, improve the readability for an information piece.

**Today, unfortunately typography seems to be falling out of grace.** I’ve seen well known designers publicly disregard the importance of type. Maybe a consequence of a time when system fonts were always forced upon us, they make the case that any good font is good enough.

I find it saddening, and also a missed opportunity. Products, services, websites, are an integral part of a brand’s experience. Even in digital interactions, typography can aid brand recognition. It can influence how a brand is perceived by the user. It can make up for a more effective brand experience.

But nothing puts it in perspective like looking at a few examples of brands that have done it successfully and with intent.

---

### **Mercedes — Corporate**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FrRcSCqGbQXInJLOUyBhw%2F6053bf9a-ed2d-4564-983e-60ad8175ab6e.jpg?alt=media&token=8f65b408-fee6-4e6a-b762-ddffc85828d5","id":"6053bf9a-ed2d-4564-983e-60ad8175ab6e","width":2048,"height":1252,"filename":"ee8172c0-d3cc-403f-b219-629b94f30157.jpg","type":"image/jpeg","caption":"","border":false}]}
```

The “Corporate” font, designed by the German typographer Kurt Weidemann is instantly recognisable. It exudes prestige and history, attributes that seem fitting for a brand like Mercedes. Whenever I see the elegant condensed serif type in combination with a black background, I instantly know it is Mercedes. Today Mercedes uses the “Mercedes Benz Corpo” typeface, which I guess is an optimised version of the “Corporate” typeface.

---

### **Ericsson — Hilda**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FrRcSCqGbQXInJLOUyBhw%2F84be9842-ce24-4599-9684-e36737de98e7.jpg?alt=media&token=b1592e8f-c5c4-405d-9141-fdb45ba7e471","id":"84be9842-ce24-4599-9684-e36737de98e7","width":2048,"height":1252,"filename":"c10844c9-8172-48ed-8207-70f7bad048bb.jpg","type":"image/jpeg","caption":"","border":false}]}
```

Hilda is a modern bespoke typeface by [Letters from Sweden](https://lettersfromsweden.se/). It was designed with a focus on digital applications. Functionality and clarity first, with many features and details that are meant to improve screen performance (vertical terminals, a slashed Zero, a distinctive “I”). Hilda is a font that stands for technical expertise, but it is not cold or neutral. On the contrary, Hilda is distinctive. It has a friendly character that perfectly reflects Ericsson’s brand promise “The quest for easy”.

---

### **Match — Reckless Neue**

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FrRcSCqGbQXInJLOUyBhw%2Fcf3c46b6-c713-4aa3-9893-d84312e88c1a.jpg?alt=media&token=fee2a7a4-4bed-4949-aa4a-88f569dcb6f5","id":"cf3c46b6-c713-4aa3-9893-d84312e88c1a","width":2048,"height":1252,"filename":"d5d9bd75-9bfb-492d-877a-2a121ebff28d.jpg","type":"image/jpeg","caption":"","border":false}]}
```

Typography has the power to convey brand values through the choice of letter shape. That’s what [Collins](https://www.wearecollins.com/) did in the visual identity they developed for Match, an online dating service. In a sector characterised by products that are no more than a means to an end, Match is a breath of fresh hair. It feels inviting, playful, intimate. And the Typography plays a major role. “[Reckless Neue](https://displaay.net/typeface/reckless-neue/)”, is an elegant typeface that hints to Romanticism. Even the logo wordmark (based on “[Wulkan Display](https://thedesignersfoundry.com/wulkan-display)”) hints at connection, with the “a” leaning towards the “m”. It’s about finding love, not a one night stand.

---

**Times have definitely changed, but typography still matters.**\
**It mattered before digital, but it still matters a lot today.**

Thank you for reading!\
David

Type doesn't matter. Does it?

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2Fui9fB9Qp02erZbxiMp8t%2Fd2462b48-0296-4e44-b795-4dd95f221031.jpg?alt=media&token=c58bf05e-4e6c-47cf-bd68-da9efeb1619e","id":"d2462b48-0296-4e44-b795-4dd95f221031","width":1446,"height":884,"filename":"0ce0b3b3-3269-4cac-aeaa-39d4150b09ef_1446x884.jpg","type":"image/jpeg","caption":"","border":false}]}
```

I'm not Spanish, but growing up just across the border, paella is definitely something I’m familiar with. Before me and my wife went vegan, we used to make it often, but . . . never as good as the 'Paella a la Marinera' my friend Felio prepared years ago on New Year's Eve.

That night, the six of us, still without kids, drank Ratsherrn and chattered in the kitchen while Felio worked his magic. Once he added the mussels, shrimps, and clams, the 'paellera' was already hot and colorful from the golden 'sofrito'. The rich scent of saffron, paprika, seafood, and the barely opened windows - it was winter after all - slowly created a dense atmosphere that took everyone in, even those who, like the rest of us, didn’t do much besides chopping onions and setting the table.

As the rice absorbed the juices and engaged in a nice and long conversation with all the other ingredients inside the paellera, I too was content sipping my beer and catching up with good friends that I hadn’t seen in a while.

Then . . . once the paella was unveiled . . . a work of art. Not like the kind of delicate gourmet dish where each ingredient takes its place in a carefully composed canvas. No, it was brutal, chaotic, more akin to an explosion where you could still identify some bits and pieces, but it was all now mingled together. Everything transformed by the power of fire into a memorable dish.

But a good paella isn’t easy to get right. One misstep, and I guess the whole thing could have been different. The rice could have burned instead of building up a delicious crust at the bottom of the paellera. The prawns could have been dry instead of deliciously tender and juicy. The sofrito could have been burnt, saffron overused, weak fish stock… the night wouldn't be ruined, but maybe it would have been forgettable.

And what is a good brand if not a memorable dish like that paella? A dish where every component - from the rice to the prawns, from the products to the communications - is working in harmony to create a lasting impression. Not necessarily a fancy, high-end dish, but a dish that engulfs you in an experience so remarkably good, that any imperfections are seamlessly masked by its overall impression.

And I can really say that even years later, long after all was said and eaten, that 'Paella a la Marinera' still lives in my mind, just like a good brand should.

Brand is a Paella in the mind

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FyzECxARQuPS2244Qim9u%2Fd9215ba6-4791-41e8-a9ef-903830a02e99.png?alt=media&token=e691913f-c257-4d68-89ee-c5899e5e6b43","id":"d9215ba6-4791-41e8-a9ef-903830a02e99","width":1446,"height":851,"filename":"67d5ce45-c89b-4918-bd6a-8a9926e82c0b_1446x851.png","type":"image/png","caption":"","border":false}]}
```

### **Few people can correctly recall how the logo of a certain brand looks like. But everyone can remember brand names just right.**

A name is an essential part of what makes a brand. Names provide identity, help organisations stand out, and they can also play an important role in telling consumers what to expect. Getting the brand name right is vital, but finding the right one is not an easy task at all.

In part, because available names are getting scarcer. Every business, every startup, every website needs a name. Just in 2019 alone, almost 12 million trademark applications were filled worldwide. And that number has been steadily increasing year over year.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FyzECxARQuPS2244Qim9u%2Fcf85c2d9-264a-459f-9358-aa1a7c290604.jpg?alt=media&token=89e300b7-fe62-48e9-b38f-aca112117694","id":"cf85c2d9-264a-459f-9358-aa1a7c290604","width":1446,"height":852,"filename":"09e41d2b-adcd-4ffa-8d3d-b7477a5b0a4e_1446x852.jpg","type":"image/jpeg","caption":"The difficulty in finding trademarkable names, might make it seem like appropriateness and availability are the most important criteria that a name needs to fulfil. But the right brand name needs to work much harder.","border":false}]}
```

---

### **The right name tells consumers what to expect**

When we name a brand, we are making the first conscious decision to influence how it is perceived by the consumer. That’s why brand names should tell something meaningful. Something that strips all the layers off, and communicates directly from the essence of the brand. The brand Nike for example, is set on the idea of making everyone feel like they can be a winner. And that core idea permeates everything, from the slogan (“Just do it”) and communication, to the brand name itself - Nike, the Greek goddess of victory.

A name is one of the most important opportunities to highlight what makes a brand special. Because in many situations a name is all there is. One word to communicate what an organisation stands for.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FyzECxARQuPS2244Qim9u%2Fb2f69838-dca2-4acc-bef5-51c7576ff8fd.jpg?alt=media&token=ae0ba2ea-e4d8-4056-9b4e-9238d512bc8a","id":"b2f69838-dca2-4acc-bef5-51c7576ff8fd","width":723,"height":426,"filename":"34873fd9-019b-4663-8890-9f7d4f4573c9_723x426.jpg","type":"image/jpeg","caption":"Innocent, the fruit juices and smoothies brand also has a name that tells a lot. The brand is all about sustainability and good deeds. And its name not only describes the product but it also communicates the essence of the brand. Innocent. Deprived of sin.","border":false}]}
```

---

### **The right name is future proof**

Reginald Kenneth Dwight changed his name to Elton John. Lucky and Goldstar had its name changed in 1995 to LG. Google was once called Backrub. Pepsi was Brad’s Drink.

Names can change, but just how often do they?

In the business world change is normal and often a matter of survival. Some well known companies have completely reinvented the scope of their offer, or changed names, in order to adapt to changing market dynamics or pursue more lucrative business opportunities.

Changing name can increase success chances by supporting new associations or a repositioning. But examples like Xerox are the exception, not the norm. Once businesses are established, a brand name will often stay untouched for a very long time.

It is a gigantic risk if you think about it. It almost always requires a massive communication effort, and will most definitely erode the existing brand equity and perception. That is why it is important to get it right from the start, and choose a name that gives a business enough room for growth, rather than restrict it. Because names can change, but they very rarely do.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FyzECxARQuPS2244Qim9u%2Feadb91f0-8fd0-4546-a54d-2b75379aa460.jpg?alt=media&token=c8b735b7-fa83-48bd-99d2-522bd6d33d9d","id":"eadb91f0-8fd0-4546-a54d-2b75379aa460","width":723,"height":426,"filename":"282689a6-92f1-450d-b37d-dc385c437f1f_723x426.jpg","type":"image/jpeg","caption":"The Haloid Company started by selling photography paper before creating a photocopying machine that used xerography technology. As the company grew and the xerography machine became growingly popular, the company made the decision to change its name to Xerox.","border":false}]}
```

---

### **The right name is aligned with business strategy**

With the accelerating expansion of the competitive landscape, it is also increasingly challenging to find a name that stands out from competitors. But that’s not always the intention. Sometimes providing guidance, or the ability to fit within a certain category, are factors more aligned with the business strategy than assuming the role of a challenger.

A descriptive brand name can do a better job at guiding consumers than a more evocative name. That’s the case with sub-brands, where it is often more important that the consumer quickly understands what the new product and service is all about, e.g., Google Mail, Google Maps, Google Translate. Descriptive names can also help position a product or service as an alternative rather than a competitor. That is the case with supermarket own brands.

On the other hand, bold and evocative names can help a brand cut through the clutter, but also require a larger investment and communication support to bring them to life. Otherwise one risks having a brand name that is neither easy to understand nor meaningfully differentiated.

```cv
gallery
{"layout":"hscroll","images":[{"src":"https://firebasestorage.googleapis.com/v0/b/maitake-project.appspot.com/o/pages%2FbtHfilaDyUaHu7ok2JZMUtXpskw1%2FyzECxARQuPS2244Qim9u%2F9c52d5ff-61cd-4570-9ee7-9f428b42bd75.jpg?alt=media&token=9d63f5d4-7c21-48a0-b324-eb2a98c2ac55","id":"9c52d5ff-61cd-4570-9ee7-9f428b42bd75","width":723,"height":426,"filename":"badd2864-2446-4da7-9174-f31b082bbc9c_723x426.jpg","type":"image/jpeg","caption":"Impossible (Foods) is a challenger name. Evocative, aligned with the brand purpose and doesn’t limit the brand stretch. Alternatively, No Meat, a supermarket own brand has a descriptive name that guides the consumer and clearly fits as an alternative. On the other hand, such name limits significantly brand stretch possibilities.","border":false}]}
```

---

Developing a name, is one of the most important aspects of brand creation. The right brand name can help clarify a brand, tell audiences what to expect and even provide a clear competitive edge. On the contrary, a bad brand name can have a long lasting negative impact on the future of a business.

Thanks for reading!

David

The right brand name

Design+Strategy

test

Red Dot Award – EOS (Syndicate Design AG)

Corporate Design Award – Onlyfy (New Work SE)

Honey Packaging Design – Serramel (Shift Thinkers)

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My work for the New Work Group has been covered and featured in publications such as [Page](https://page-online.de/kreation/wie-new-work-inhouse-ein-feinsinniger-relaunch-gelingt/) & [Design Tagebuch](https://www.designtagebuch.de/neues-corporate-design-fuer-new-work-se/)

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Multi-disciplinary role with a focus on branding and brand experience. Highlights: Rebranding of major German brands, and 360° programs for startups. Clients: Heinemann, Kaufland, Tchibo, Eos, Volkswagen, and more.

Leading the brand design team while providing hands-on design support on strategic projects.

Brand Design Manager / Senior AD

Career start with a team strong in brand identity. Highlights: Rebranding of a global office paper brand, and updating a famous Portuguese honey brand. Clients: BP, Deloitte, Accenture, Martini, Navigator, and more.

David Mendes

2024

2023