Most brand work today is optimized for a vertical rectangle held at arm's length, lit by the same blue light as everyone else's vertical rectangle.
We are not against that surface. We use it. But we no longer let it lead.
Visited, not scrolled
When a brand is designed to be visited — a store, a website, a small object held in the hand — it asks something different of the visitor. It asks for a minute. It asks for attention. In return, it gives something back.
Brands designed only for the feed give nothing back. They ask for a flick of the thumb and they get exactly that.
We design for the minute, not the flick. It is slower work. It is the only work worth doing.