The world is changing. Nothing new. It has always changed and will continue to do so.
But what we are seeing is that it has never changed so fast. Everything is accelerating. Some balances are upset by progressivism, others by the search for the absolute. Each new generation strives to get rid of its past, but its need for reference points is always present.
However, the race is on for the one who will fill all the spaces, continuously feed the flow, adapt to every move of the competitors, jump on every new trend... react without aiming.
Consequence? Everyone is gesticulating at a loss, running very fast without always knowing where to go and tinkering without building anything.
What makes companies move are the stories that deserve to be told, the clear and cohesive visions, the right and sustainable forms of expression. The brand has the power to illuminate everyday simplicity if it builds a clear, salient and enduring narrative and markers. It can also offer a renewed vision of the world and open new doors capable of inspiring our actions and uniting the greatest number of people. At the end of the day, it is the unspeakable part of the story that brands carry that makes us adhere to them.
Without meaning, a brand makes no difference.
Without a solid foundation, no building can rise very high.
Faced with the crisis of attention, the flight from tomorrow, the loss of markers, we prefer what lasts and thrives. These symbols and images are stories that we need to believe in. They are often the object of the meaning we sometimes lack without even realizing it.
It is up to us to recast our imaginations and shape new points of support.
This is why we call ourselves strategic designers. We put problem solving at the heart of our work. We conceive meaningful solutions before giving them form.
Let's ask ourselves where we're going before we rush in.
The design will guide the drawing, the meaning the signs, the message, the medium.
Let's allow ourselves time to step back, explore what unites, weave the narrative thread that brings the marks to life to see how far it can lead us. The future remains to be made, the present to be questioned.
Let's focus on what really matters.
Make it Matter