Cambio Falso

Why staying in place is your worst choice.

March 11, 2020

You cannot expect things to change without making a change yourself. Einstein said that doing the same thing over and over again, but expecting different results is the definition of insanity.

Why the title "Cambio Falso?" I've been watching Narcos, so Spanish is on my mind. It translates to "false change." Meaning, a benign attempt that yields little progression, a band-aid to cure cancer.

The point? Dive deep. Look the ugly of your company in the face and decide to make a freaking change, a real change. One that makes you feel uncomfortable. If you fail, you're no better off than where you are now.

Cambio cierto.

More you say?

Perpetual Motion

Deciding when design is and is not a one-and-done game.

7.9.2020

If you plan on having an element of your brand identity for a long time, say your name or your logo, it's imperative to research and make sure it will stand the test of time. Reason being that you want names and logos to be around for a while. You shouldn't push out these elements unless you're prepared to have them stick around for years.

However, when it comes to items that can (and should) adapt, your goal is to move fast, do good work, and change as needed. Pretty much everything your customer comes into contact with like your website, collateral, software, etc is going to adapt with technology and alongside user testing. In this case, make good stuff, test, and iterate.

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Order

Why consistency is the most important design piece.

6.15.2020

Imagine an apartment. You see a living room with white walls, a tan couch, matching coffee table, and coherent artwork on the wall.

Now imagine another apartment. You see blue walls, a dark green couch, white coffee table, a poster of Sammy Davis, Jr. in black and white as well as a printed canvas of a beach scene.

Which of those mental pictures feels the most mature? How about most competent? Trustworthy?

Why? Because one of them looks intentional and provides a consistent feeling while the other is haphazard and mixed.

Treat your brand like the former.

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