I can admit there is comfort in the routine and predictable—having a sense of what’s to come, what could be, what might be, and a plan for what the future holds: process, structure, a proven “equation”. It’s understandable, and as a creative team we spend time thinking about how to make aspects of our process and approach more predictable. However, there is a clear and conscious decision that we make every day: process cannot drive the creative approach.

Taking a step back, and looking through the lens as a creative team, two elements define our creative approach: curiosity and exploration. We believe those two elements are core to the creative work we do.

We are driven by the concept we must operate in a place of discovery to create unique, innovative, and meaningful work. This concept establishes a sense of hunger, focus, and excitement. We understand and embrace the idea that being uncomfortable or uncertain—driven by curiosity, exploration, and a constant desire to learn—is critical to our success.

This concept should be embraced. Encouraged with clients and creatives alike. In our experience, choosing an uncomfortable, unconventional path often leads to unexpected and spectacular results.

For clients embarking on a creative journey:

When reimagining a brand, one of the hardest challenges for any client is letting go of what’s familiar. But when you truly allow yourself to let go, it opens the door for us all to freely explore something entirely new—getting closer to the true vision you aspire to.

We understand the reason to travel down a conventional path. The people we work with have come to us to solve a problem, so tried-and-true methods offer a reassuring sense of clarity and certainty. It’s easier to visualize what could be with a clear comparison. But we have to consider part of the problem we are collectively solving for is the fact you have grown or need to grow. You have evolved or need to evolve. This is the most opportune time to explore and discover something new.

We’ve seen how specialization can lead to redundancy—where the same approach gets recycled, and all designs start to blend in. This is why we believe that solving a problem requires exploring the unfamiliar and new, not just repackaging what already exists.

While some of the problems we are addressing could be shared, the right way to solve for those problems is truly unique to each institution, client. True problem-solving requires pulling things apart, dissecting them, and restructuring—exploring the undiscovered rather than repurposing. This collaborative exploration is not without direction. It’s driven by your strategic goals and vision—anchoring the creative process in purpose while allowing room for innovative execution. Determining the right path forward should be innovative, distinct to your unique qualities and distinctions. It’s not an equation to plug in but a collaborative effort in creating the new visual language that will represent your unique entity.

For those in the creative world:

Expertise isn’t about knowing everything—it’s about the confidence to navigate the unknown with purpose. Believing that expertise means knowing everything feels counterintuitive in the creative world. In our view, being an expert in the work we do reflects a willingness to explore—the ability to guide clients towards new solutions and take risks, not just repeat what has been done before.

The moment we start feeling too comfortable or familiar, it’s a sign that something is wrong.

The creative process is driven by the ability to think critically, embrace uncertainty, and make decisions that align with a bigger picture. There is no set formula or equation that outlines the successful path of a creative approach—just instincts and the expertise you bring in understanding the strategic vision. It’s about the talent you bring, not just the ability to structure and plan every step like an assembly line.

Creativity comes with an accepted vulnerability. It requires courage to take the risks that allow creative work to truly shine. Embracing that vulnerability is what leads to breakthrough moments—the kind that can’t be defined by any set process or predictable path.