What is Thisness in branding?
Strong branding does more than create recognition. It expresses something that already exists. Thisness is the defining quality that makes a brand unmistakably itself and provides the foundation for positioning, messaging and design.
The brief before the brief
Most creative projects begin with a brief that describes outputs, not direction. This article explores why that happens, and how defining what must remain true before design changes the entire dynamic of creative work.