Sublime

There’s nothing more rewarding than bringing clarity or beauty to something with the scale and influence of a large brand.

When a person aspires to be a brand, they forfeit everything that is truly glorious about being human. Building any brand requires consensus. When we position ourselves as a brand, we are forced to project an image of what we believe most people will approve of and admire and buy into. The moment we cater our creativity to popular opinion is the pr

So in many ways, what you’re doing in this work is taking away decades-old layers of marketing and revealing the true purpose of a product. Yes. I’m interested in peeling all those layers back and looking at a brand as it truly is.

I think that finding out how consumers act and react and what they do and feel when they see things is useful. I think that trying to predict the future proves valueless—again and again and again.