This is what happens

when you don't plan ahead.

You wind up with the default.

Instead of

You wind up
with trendy

Instead of classic.

You wind up rambling about the hypothetical what if's and the fractured state of your organization’s process, blaming your inability to execute a particular vision on the inefficiencies of a system that you cannot control, all while sitting back in your office chair cursing under your breath at the ineptitude of him, her and them.

Instead of taking responsibility.

It means you are open in thought and disciplined in production.

It means you are ready to produce and ready to pivot.

It’s about crafting solutions that dynamically adapt to new tastes, regulations and the ever-increasing pace of technological change.

It’s about relentlessly pursuing discovery to understand fundamental truths about a brand, a product, an audience or an initiative.

Creating a flexible brand system.

Designing for every screen size.

Anticipating media load times.

We can’t predict the future.

The best we can do is