The world changes. Nothing new. It has always changed and will continue to do so.
On the other hand, what we observe is that it has never changed so quickly. Everything is accelerating. Some balances are shaken by progressiveness, others by the search for the absolute. Each new generation strives to get rid of its past, but its need for benchmarks is always present.
However, the race is the one that will fill all the spaces, continuously feed the flow, adapt to each gesture of the competitors, jump on each new trend… will react without aim.
Result ? Everyone gesticulates at a loss, runs very fast without always knowing where to go and tinkers without building anything.
What moves companies is the stories that deserve a follow-up, clear and cohesive visions, fair and lasting forms of expression. The brand has the power to illuminate everyday simplicity if it builds a clear, salient and lasting story and markers. It can also offer a renewed vision of the world and open new doors capable of inspiring our actions and bringing together the greatest number. Basically, it is the inexpressible share of history that brands carry that makes us adhere to it.
Without being a vector of meaning, a brand does not mark anything.
Without a solid base, no building can go very high.
Faced with the crisis of attention, the flight of the next day, the loss of markers, we prefer what lasts and prospers. These symbols and images are stories that we need to believe. They are often subject to the meaning that we sometimes lack without even noticing.
It is up to us to recast our imaginations and shape new points of support.
Let us ask ourselves where we are going before we rush there.
The design will guide the drawing, the meaning the signs, the message, the medium.
Let us take a step back, explore what unites, weave the narrative thread that brings brands 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 '