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Suddenly all human
On September 11, 2001, the world stopped to watch one of the biggest attacks of the post-modern era. Within two days, there wasn't a single person who didn't hear the news. The consequences of this attack reverberated around the world for many years, with stricter security measures at airports, difficulties in traveling to the northern hemisphere, protests around the world, etc. The market took a turn for the worse, the stock market closed and the world economy was in a bipolar mood. At that moment, the strength of the markets prevailed.
Looking at this scenario, we thought that something of such overwhelming impact wouldn't happen again anytime soon. Bad mistake. Not only has it happened, but we're in an imaginary limbo, with most people on the entire planet quarantined because of something that started on the other side of the world, and unable to do anything about it. Could anyone imagine that? It's unprecedented to imagine that we're all fighting the same enemy. Not even World War II was like that.
In this scenario of just a few months, the impression is already that companies have been replaced by people and brands by human actions.
It's that any opportunity for brands to communicate institutionally or try to sell something at any cost has lost relevance to those that are collaborating to help nurses buy masks, distribute hand sanitizer, or contribute to people who are struggling with their livelihoods, and who knows, even big brands trying to help small ones.
The world seems to have become more sympathetic by force. Empathy was, until then, a term more present on some self-help Instagram channel than in attitudes. I don't think the term "we're all in the same boat" has ever been more in vogue, which has made it even more obvious: we're all in the same world. And it is in this context that brands need to be even more human. To contribute actively and with what they can, and to be relevant to this moment. Not just in the direct fight against the enemy, but in all its consequences.
Never before has human strength been needed so much in brands for a common good. Purpose has never been more relevant at this time. In all these years of holding brand workshops, we have always provoked: "What will your brand change in the world?" It's not an easy question, but one that has never made as much sense as it does now. Many big brands are having to move altruistically to contribute to the common struggle. The smaller ones are doing what they can. But at the end of the day, we're going to need brands with a more human purpose, for today, and who knows, forever.
From ego to empathy
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
The distinction is important because letting go of your ego can be a nuanced practice in empathy. It's not just advice for arrogant jerks, it's essential for anyone working professionally. As a designer, my thoughts, tastes and keystrokes obviously are part of the equation, but it took some time to figure out that I could not create work in a silo as a reflection of my "aesthetic."
To some of you this might sound like a bummer, but when you take on a client's challenges and their point of view, you will have to think differently. You will find new approaches and you will grow. But more on that later.
"As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me."
Ernst Neufert in "The art of architectural design".
OK, but what does this have to do with my brand?
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
From ego to empathy
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
The distinction is important because letting go of your ego can be a nuanced practice in empathy. It's not just advice for arrogant jerks, it's essential for anyone working professionally. As a designer, my thoughts, tastes and keystrokes obviously are part of the equation, but it took some time to figure out that I could not create work in a silo as a reflection of my "aesthetic."
Famous last words
As a young designer you may have heard this phrase a lot. But what does it mean? As someone who is pretty empathetic and self-critical, I never felt like it applied to me. But in retrospect, I think that's because most people use "ego" to describe inflated self-importance, when it's really just a word that describes how we understand our personal identity.
Hope this answers some of your questions, Dmitro.
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