Design with Purpose: Why the “Homework” is the Real Work
The Winning Streak
I’ve spent over twenty years in the trenches of retail, hospitality, and multifamily design, and I’m proud of the record I built in those decades. Sales grew. Apartments rented well beyond expectations. Restaurants didn't just meet their goals; they exceeded them and continue to do so today.
In those early years, I was motivated by trends, big bold looks, and making a "wow" statement. I wanted to create campaigns that inspired and brand experiences that moved people. My intentions were good, and the results followed. I was operating in the fast-paced world of retail where you often live and die by gut instinct. It worked out because those instincts were sharp, but the more I learned about the "business behind the business," the more I recognized that gut alone isn't a strategy for staying power. To build something that lasts, you should of course keep that passion and lean into your gut, but I strongly encourage you to also layer in a few imperative steps: insights and strategy.
The Founder’s Pivot
My perspective shifted forever when I stepped out of the agency world and into the founder’s seat. When I launched Harmony Cricket Farm, a better-for-you food brand, I quickly realized that if you don't bother to do the homework, you should not even begin to consider the creative solution.
I wasn't just a Creative Director anymore. I was on a mission to change how Americans view insects as protein by creating craveworthy ways to incorporate them into your diet. In that environment, "pretty" didn't matter if it didn't move the needle. I had to dig deep into the "Why" to stand out in a sea of endless options. That experience taught me that if you don't understand the mission, you aren't ready to design the solution.
The Discovery Mandate: Excavating the DNA
The magic lies in the balance. It is the combination of a gut feeling, a hint of the founder’s intention, and the roadmap of clarity provided by insights and strategy. That is what I bring to the table at Finch Brands today. To create a brand with true staying power, we have to slow down and do the real work. We have to gather the insights and ask the questions that others are too rushed to uncover.
True design does not start at a desk. It starts with the willingness to learn and the curiosity to look past the obvious. I am now part of an incredible team at Finch Brands, working in tandem with elite strategy and insights folks to excavate the truth long before we ever move toward creative execution. We aren't here to chase a trend, an award, or an algorithm. We are here to hunt for the specific DNA that makes a business truly remarkable.
We often use a simple prompt to ground the process:
If your brand sat down at a dinner party with your entire industry, what is the one story it would tell that makes the whole table stop and listen?
Finding the Tension
Finding that story begins with active listening. We talk to the people who breathe life into the brand:
The Audience: The users who live the brand day in and day out.
The Stakeholders: The people who define what success looks like.
The Front Lines: The employees who see the gaps that leadership might miss.
The Community: The people who used to use it, and those who might if they knew the truth.
We aren't looking for a consensus; we are looking for the tension. That friction is the spark where the most one-of-a-kind solutions are born. We call it the Discovery Mandate. It is the commitment to building a brand from the inside out so that by the time we move to the design phase, the "Why" is already undeniable.
The Architectural Blueprint: Eastern State Penitentiary
Look at our work with Eastern State Penitentiary. This required more than just looking at trends. We took the time to hear from stakeholders, visitors, and the local community. We pressure tested every presumption. The grit required to stay in that phase of the project was significant, but the work was worth it. Once we landed on a clear strategy, the vision for the creative was as clear as an architectural blueprint.
Clarity is the Catalyst
This type of clarity gives a creative team tremendous insight. It provides the ability to quickly iterate because every move is connected to the strategy. The end result is much more than just a logo. It is a brand that deeply resonates and connects because it is built on a foundation of truth.
When you do the homework, you don't just create a brand. You build a legacy.
When I sat at that table as a founder, my story was to change Americans' perception of insects as food by creating craveworthy solutions.
What’s yours?
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