I love the overlooked, the in-between, the seemingly mundane. That’s where I tend to find magic. In an alley between two magnificent new buildings. Behind the famous sculpture. On the subway to a meeting. For me, that’s where unexpected connections surface and random thoughts find their place.
I guess that’s a good thing to like, because branding often happens between two events, at halftime or peeking out from behind someone important. To pay attention to those little spaces and cracks is what we do for a living. And a big part of our job is unearthing new gaps in the space-brand continuum.
Because every once in a while, that gap opens up, expands and gives us the opportunity for something grander than we ever thought possible. And to love the gaps means to live for those occasions. And all the other ones in between.