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The 3D system gave us enough of a foundation that we could see the whole thing clearly before we built it.",{"_uid":521,"media":522,"layout":237,"carousel":81,"alignment":151,"component":238,"carousel_interval":239,"show_index_indicator":81},"1971fe27-0478-4d02-b168-723f8d272ffc",[523],{"_uid":524,"image":525,"video":529,"component":230,"first_caption":533,"second_caption":536},"92dae75c-4ce3-4dc7-a219-9387e636e8fb",{"id":526,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":527,"copyright":19,"fieldtype":79,"meta_data":528,"is_external_url":81},160887439884004,"https://a.storyblok.com/f/287396602024003/1179x786/f5e0cd0e72/video-tm_mm_05.png",{},{"id":530,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":531,"copyright":19,"fieldtype":79,"meta_data":532,"is_external_url":81},160871616136699,"https://a.storyblok.com/f/287396602024003/x/a14915b689/tm_mm_05.mp4",{},{"type":35,"content":534},[535],{"type":38},{"type":35,"content":537},[538],{"type":38},{"_uid":540,"text":541,"initials":252,"component":253},"36698911-c03d-4b90-ba42-3740994751ad",{"type":35,"content":542},[543],{"type":38,"attrs":544,"content":545},{"textAlign":40},[546],{"text":547,"type":44,"marks":548},"Let’s go deep on the rewards levels/worlds. From start to finish, how did that come about?",[549],{"type":47,"attrs":550},{"color":19},{"_uid":552,"text":553,"initials":338,"component":339,"additional_answer":81,"left_margin_override":81},"04d86040-cae5-433a-a419-88c2896fe900",{"type":35,"content":554},[555,568,600],{"type":38,"attrs":556,"content":557},{"textAlign":40},[558,560,561,562,564],{"text":559,"type":44},"The central challenge was visual progression that feels earned. You have seven tiers, or worlds, and every single one needs to feel like an upgrade from the last. But you also can't make the early levels feel empty or punishing. Someone at Level 0 should still open the app and think, \"this looks beautiful, I want to unlock the next one.\"",{"type":211},{"type":211},{"text":563,"type":44},"So we started with the first couple levels. Level 0 is “Genesis” where your character is standing in a landscape built around a",{"text":316,"type":44,"marks":565},[566],{"type":47,"attrs":567},{"color":19},{"type":269,"attrs":569},{"id":570,"body":571},"c4329053-9d3f-4d83-85cb-321c364cf7da",[572],{"_uid":573,"content":574,"component":310,"anchor_text":599},"i-8b02e721-1098-4b74-ae81-cba5a1e19758",{"type":35,"content":575},[576,594],{"type":269,"attrs":577},{"id":578,"body":579},"96d283cd-0d97-4ed5-953a-e82c830cb456",[580],{"_uid":581,"image":582,"video":586,"component":230,"first_caption":588,"second_caption":591},"i-985f99e3-8b40-4b81-a66c-355efec74571",{"id":583,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":584,"copyright":19,"fieldtype":79,"meta_data":585,"is_external_url":81},160871569135085,"https://a.storyblok.com/f/287396602024003/1026x684/9491fb8abf/tm_mm_ann_04.avif",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":587},{},{"type":35,"content":589},[590],{"type":38},{"type":35,"content":592},[593],{"type":38},{"type":38,"attrs":595,"content":596},{"textAlign":40},[597],{"text":598,"type":44},"Tree of Life concept.","tree of life.",{"type":38,"attrs":601,"content":602},{"textAlign":40},[603,607,609,610,611,613,614,615,617,618,619,621,622,623,625,629,637,642,650,655],{"text":316,"type":44,"marks":604},[605],{"type":47,"attrs":606},{"color":19},{"text":608,"type":44},"It's the beginning, the birth. The character is wearing their default outfit, nothing extra. It's clean and it's inviting, but it's clearly a starting point.",{"type":211},{"type":211},{"text":612,"type":44},"From there, we originally designed four worlds on top of Genesis. Later in the project, the brief expanded and we ended up with six plus Genesis.",{"type":211},{"type":211},{"text":616,"type":44},"The first couple of levels stay grounded. Level 1, “Frontier”, is a fantasy forest — pristine, lush, a clear step up from Genesis but still in the same visual family. The character keeps the default outfit, but the world around them has evolved. Then Level 2, “Chroma” shifts the tone. It's a completely different forest inspired by the Roman Empire, and the character's outfit changes dramatically for the first time. That's the moment the user feels real progression, not just in points but visually.",{"type":211},{"type":211},{"text":620,"type":44},"After Chroma, each level breaks away entirely. “Oceania” puts the character underwater. “Nexus” is a cyberpunk city. “Titana” takes you to space. And then “Utopia” is the final level, the hardest one to reach — your character has become a ruler of this MetaMask world. The early levels are variations on a forest theme, the later levels are entirely new realities.",{"type":211},{"type":211},{"text":624,"type":44},"For the 3D work, I used",{"text":316,"type":44,"marks":626},[627],{"type":47,"attrs":628},{"color":19},{"text":630,"type":44,"marks":631},"Cinema 4D",[632,635],{"type":24,"attrs":633},{"href":634,"uuid":40,"anchor":40,"target":55,"linktype":21},"https://www.maxon.net/en/cinema-4d?srsltid=AfmBOorzrVk8691uTsYLc1lhcSPZ38E9zlO-_vhipXBlORGwjuF3cA64",{"type":47,"attrs":636},{"color":19},{"text":638,"type":44,"marks":639}," and ",[640],{"type":47,"attrs":641},{"color":19},{"text":643,"type":44,"marks":644},"Octane Render",[645,648],{"type":24,"attrs":646},{"href":647,"uuid":40,"anchor":40,"target":40,"linktype":21},"https://home.otoy.com/render/octane-render/",{"type":47,"attrs":649},{"color":19},{"text":651,"type":44,"marks":652},". ",[653],{"type":47,"attrs":654},{"color":19},{"text":656,"type":44},"Most assets were built from scratch, though the MetaMask team provided some base models — the character's skeleton, for example. I rigged the character myself, created all the custom outfits for each level, placed and rigged them within each scene, built out the movement and poses. It was a huge amount of 3D production work sitting underneath what feels like a seamless progression when you're using the app.",{"_uid":658,"media":659,"layout":690,"carousel":81,"alignment":151,"component":238,"carousel_interval":239,"show_index_indicator":81},"7352848a-d579-4431-8604-c47318fddabe",[660,676],{"_uid":661,"image":662,"video":666,"component":230,"first_caption":670,"second_caption":673},"9ca51832-02fd-42a4-9cc9-fb2cd72db328",{"id":663,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":664,"copyright":19,"fieldtype":79,"meta_data":665,"is_external_url":81},160888847704375,"https://a.storyblok.com/f/287396602024003/1168x1556/f978e073b9/video_1-tm_mm_06.png",{},{"id":667,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":668,"copyright":19,"fieldtype":79,"meta_data":669,"is_external_url":81},160871616099831,"https://a.storyblok.com/f/287396602024003/x/2b58d1eda8/tm_mm_06.mp4",{},{"type":35,"content":671},[672],{"type":38},{"type":35,"content":674},[675],{"type":38},{"_uid":677,"image":678,"video":682,"component":230,"first_caption":684,"second_caption":687},"68c077c3-9adc-4953-8528-3057c07659d2",{"id":679,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":680,"copyright":19,"fieldtype":79,"meta_data":681,"is_external_url":81},160871616243202,"https://a.storyblok.com/f/287396602024003/1166x1556/f0394b6c6e/tm_mm_07.avif",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"filename":40,"copyright":40,"fieldtype":79,"meta_data":683,"is_external_url":81},{},{"type":35,"content":685},[686],{"type":38},{"type":35,"content":688},[689],{"type":38},"two-up",{"_uid":692,"text":693,"initials":252,"component":253},"733e0d22-4e35-4d19-9e36-b5995f2d9dbe",{"type":35,"content":694},[695],{"type":38,"attrs":696,"content":697},{"textAlign":40},[698],{"text":699,"type":44,"marks":700},"You mentioned that, despite a lot of manual effort, you also accelerated your work using a novel AI-augmented approach. Could you describe that approach?",[701],{"type":47,"attrs":702},{"color":19},{"_uid":704,"text":705,"initials":338,"component":339,"additional_answer":81,"left_margin_override":81},"0c8a6d9d-df94-443f-bcdf-96eea60a1d6b",{"type":35,"content":706},[707],{"type":38,"attrs":708,"content":709},{"textAlign":40},[710,715,723,728,730,731,732,734,735,736,738,739,740],{"text":711,"type":44,"marks":712},"Oh yes, it was a genuinely novel approach at the time. You know ",[713],{"type":47,"attrs":714},{"color":19},{"text":716,"type":44,"marks":717},"Google’s Nano Banana AI",[718,721],{"type":24,"attrs":719},{"href":720,"uuid":40,"anchor":40,"target":55,"linktype":21},"https://gemini.google/overview/image-generation/",{"type":47,"attrs":722},{"color":19},{"text":724,"type":44,"marks":725}," model, right? ",[726],{"type":47,"attrs":727},{"color":19},{"text":729,"type":44},"Everyone knows it now, but this was literally the day it launched. I was deep into designing character outfits and really pressed for time, and Nano Banana happened to drop that exact day. So I decided to try it.",{"type":211},{"type":211},{"text":733,"type":44},"I was immediately impressed. I generated a couple of small parts of the character's outfits in Nano Banana, then converted those into 3D models using tools like Hunyuan 3D and Tripo AI. Not entire outfits but specific elements, smaller pieces that I could bring into the scene as 3D meshes.",{"type":211},{"type":211},{"text":737,"type":44},"AI helped to generate the base form, and then I took it into Cinema 4D to refine and integrate it into the character rig like any other asset.",{"type":211},{"type":211},{"text":741,"type":44},"It was one of those moments where the timing just aligned perfectly. A tool launches, you're in exactly the right situation to use it, and it actually delivers.",{"_uid":743,"media":744,"layout":237,"carousel":81,"alignment":151,"component":238,"carousel_interval":239,"show_index_indicator":81},"aa8a383d-eb94-4c3e-90f8-12292ea58522",[745],{"_uid":746,"image":747,"video":751,"component":230,"first_caption":755,"second_caption":758},"bcdc8d1d-11d9-4933-b7c1-0e164b12bb11",{"id":748,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":749,"copyright":19,"fieldtype":79,"meta_data":750,"is_external_url":81},160940804679052,"https://a.storyblok.com/f/287396602024003/2358x1572/0b3cda25c8/video-tm_mm_08.png",{},{"id":752,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":753,"copyright":19,"fieldtype":79,"meta_data":754,"is_external_url":81},160871616189951,"https://a.storyblok.com/f/287396602024003/x/9d9dbe325d/tm_mm_08.mp4",{},{"type":35,"content":756},[757],{"type":38},{"type":35,"content":759},[760],{"type":38},{"_uid":762,"text":763,"initials":252,"component":253},"0b3beb74-83b2-4e85-8fc7-30b35e1b7378",{"type":35,"content":764},[765],{"type":38,"attrs":766,"content":767},{"textAlign":40},[768],{"text":769,"type":44,"marks":770},"Can you take us through the process of developing the icon/illustrations kit?",[771],{"type":47,"attrs":772},{"color":19},{"_uid":774,"text":775,"initials":338,"component":339,"additional_answer":81,"left_margin_override":81},"db17f10a-b96b-4699-9f1e-b4e759dc3df7",{"type":35,"content":776},[777,790,847],{"type":38,"attrs":778,"content":779},{"textAlign":40},[780,782,783,784,786],{"text":781,"type":44},"The project needed a large number of 3D icons (over fifty across several categories). We needed icons for each reward, for every task and quest, and then something more unusual: miniature versions of each level.",{"type":211},{"type":211},{"text":785,"type":44},"That last category was the most interesting to solve. Each world needed a small representation in the interface — a way to preview what you'd unlock at the next level. The idea was to treat these as miniatures, almost",{"text":264,"type":44,"marks":787},[788],{"type":47,"attrs":789},{"color":19},{"type":269,"attrs":791},{"id":792,"body":793},"df12f059-2c09-4a40-8d28-08186954942a",[794],{"_uid":795,"content":796,"component":310,"anchor_text":846},"i-3308440c-ff83-4b76-afe9-2697b8d7cd7c",{"type":35,"content":797},[798,816,823,841],{"type":269,"attrs":799},{"id":800,"body":801},"53413c12-9faa-471e-b66d-474d2d56306a",[802],{"_uid":803,"image":804,"video":808,"component":230,"first_caption":810,"second_caption":813},"i-9d8488b8-d546-422f-9187-6fc26a39627d",{"id":805,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":806,"copyright":19,"fieldtype":79,"meta_data":807,"is_external_url":81},160871569176047,"https://a.storyblok.com/f/287396602024003/1026x486/19f1ef04d4/tm_mm_ann_05_1.avif",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":809},{},{"type":35,"content":811},[812],{"type":38},{"type":35,"content":814},[815],{"type":38},{"type":38,"attrs":817,"content":818},{"textAlign":40},[819,821,822],{"text":820,"type":44},"\"Mini\" worlds.",{"type":211},{"type":211},{"type":269,"attrs":824},{"id":825,"body":826},"54c191ad-82ba-49c9-b6ed-aee4263fd725",[827],{"_uid":828,"image":829,"video":833,"component":230,"first_caption":835,"second_caption":838},"i-cf444ba6-8774-4b95-8e1e-29be3cfd9827",{"id":830,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":831,"copyright":19,"fieldtype":79,"meta_data":832,"is_external_url":81},160871569171950,"https://a.storyblok.com/f/287396602024003/1026x1155/e198782aff/tm_mm_ann_05_2.avif",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":834},{},{"type":35,"content":836},[837],{"type":38},{"type":35,"content":839},[840],{"type":38},{"type":38,"attrs":842,"content":843},{"textAlign":40},[844],{"text":845,"type":44},"Original worlds.","toy-like versions of the full landscapes.",{"type":38,"attrs":848,"content":849},{"textAlign":40},[850,854,856,857,858,860,861,862],{"text":316,"type":44,"marks":851},[852],{"type":47,"attrs":853},{"color":19},{"text":855,"type":44},"Small enough to sit inside a card in the UI, but detailed enough that you immediately recognize which world it is. And they all had to feel consistent with each other, like a collection.",{"type":211},{"type":211},{"text":859,"type":44},"For production, I used a combined approach with Cinema 4D and Nano Banana. I'd build the base mesh in Cinema 4D — untextured, grey geometry — then bring that mesh into Nano Banana and use an image of the actual full-size world as a reference to generate the textures. So the shape was precise and hand-modeled, but the surface detail was AI-assisted, guided by the existing world art.",{"type":211},{"type":211},{"text":863,"type":44},"That workflow was critical for us. Fifty-plus icons on a tight timeline meant doing full manual texturing for each one wasn't realistic. 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Tell us about the Rewards mobile app experience (cards, tabs, etc)?",[921],{"type":47,"attrs":922},{"color":19},{"_uid":924,"text":925,"initials":338,"component":339,"additional_answer":81,"left_margin_override":81},"132ccafb-d3f2-411c-86a1-4c7b413bde3a",{"type":35,"content":926},[927],{"type":38,"attrs":928,"content":929},{"textAlign":40},[930,932,933,934,936,937,938,940,941,942,944,945,946],{"text":931,"type":44},"The project had three main pillars: a web application with the core features, a mobile application integration (a new page inside the existing MetaMask app), and a marketing page on the MetaMask website that users would see before logging in into the Rewards experience.",{"type":211},{"type":211},{"text":935,"type":44},"Everything needed to feel consistent across the three, but the constraints were different for each. Mobile was probably the most nuanced.",{"type":211},{"type":211},{"text":939,"type":44},"The app already had its own design system, built by MetaMask internal team. So we weren't designing in a vacuum — we were inserting an entirely new experience into a mature product. The challenge here was to respect that system while introducing something that feels completely different from anything else in the app. New page, new mechanics, animations, new ways to interact with a page — all living inside an interface that was never built for that kind of content. Plus we needed to support both light and dark themes.",{"type":211},{"type":211},{"text":943,"type":44},"Performance was a real constraint too. Unlike the desktop experience, we couldn't lean heavily on videos and scroll interactions on mobile. So we rendered smaller preview assets, pulled back on animation where it wasn't essential, and relied more on native iOS and Android patterns.",{"type":211},{"type":211},{"text":947,"type":44},"I'd say the main challenge for the app was the tension between integration and ambition. You're working with someone else's design system, respecting their patterns, their components, but you're also building a page that's supposed to feel like a game. Finding where those two things meet without compromising either one was the real design challenge.",{"_uid":949,"media":950,"layout":237,"carousel":151,"alignment":151,"component":238,"carousel_interval":239,"show_index_indicator":151},"09df9a71-024b-4a5a-8c35-2fb14beba2eb",[951,967],{"_uid":952,"image":953,"video":957,"component":230,"first_caption":961,"second_caption":964},"ef470764-364c-4357-afda-49c1d86220f8",{"id":954,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":955,"copyright":19,"fieldtype":79,"meta_data":956,"is_external_url":81},160944301467110,"https://a.storyblok.com/f/287396602024003/2358x1572/36e6feb54c/carousel-video1-tm_mm_12.png",{},{"id":958,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":959,"copyright":19,"fieldtype":79,"meta_data":960,"is_external_url":81},160871616103928,"https://a.storyblok.com/f/287396602024003/x/6ed066eab6/tm_mm_12.mp4",{},{"type":35,"content":962},[963],{"type":38},{"type":35,"content":965},[966],{"type":38},{"_uid":968,"image":969,"video":973,"component":230,"first_caption":977,"second_caption":980},"2b5e00a6-a27e-4ceb-a48a-fd80d5b65fba",{"id":970,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":971,"copyright":19,"fieldtype":79,"meta_data":972,"is_external_url":81},160944301852135,"https://a.storyblok.com/f/287396602024003/2358x1572/4c080ab771/carousel-video1-tm_mm_13.png",{},{"id":974,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":975,"copyright":19,"fieldtype":79,"meta_data":976,"is_external_url":81},160871616132602,"https://a.storyblok.com/f/287396602024003/x/7f678c8a63/tm_mm_13.mp4",{},{"type":35,"content":978},[979],{"type":38},{"type":35,"content":981},[982],{"type":38},{"_uid":984,"name":19,"role":19,"text":985,"align":986,"component":987,"text_highlight":988},"3a38befe-bdef-47b2-bc36-089c7b889cbc","A dashboard doesn’t make you come back every day. An immersive world does.","span","pull_quote","immersive world",{"_uid":990,"text":991,"initials":252,"component":253},"a5ecfaa2-5b83-4fd6-8271-1e1c740c6704",{"type":35,"content":992},[993],{"type":38,"attrs":994,"content":995},{"textAlign":40},[996],{"text":997,"type":44,"marks":998},"You mentioned there was a separate landing page.",[999],{"type":47,"attrs":1000},{"color":19},{"_uid":1002,"text":1003,"initials":338,"component":339,"additional_answer":81,"left_margin_override":81},"f541e5b8-8c67-43af-bef3-0cbbc3abbe9c",{"type":35,"content":1004},[1005],{"type":38,"attrs":1006,"content":1007},{"textAlign":40},[1008,1010,1011,1012],{"text":1009,"type":44},"Yes, the marketing page was the last piece we designed after the app experiences were already locked. The purpose of the page was to tease what's inside without giving everything away. We wanted to show enough to make people curious but didn’t want someone seeing some of the last and coolest levels before they've even signed up.",{"type":211},{"type":211},{"text":1013,"type":44},"We walked through the features, showed some of the world art, gave people a sense of the progression system but kept the best things hidden. The page had to sell a feeling without revealing every detail.",{"_uid":1015,"media":1016,"layout":237,"carousel":81,"alignment":151,"component":238,"carousel_interval":239,"show_index_indicator":81},"cd9be4da-40ba-41c0-8f2d-024b5c2fbed6",[1017],{"_uid":1018,"image":1019,"video":1023,"component":230,"first_caption":1027,"second_caption":1030},"8da32e46-d893-4042-82de-aa8c9667b44f",{"id":1020,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":1021,"copyright":19,"fieldtype":79,"meta_data":1022,"is_external_url":81},160945291113986,"https://a.storyblok.com/f/287396602024003/2358x1572/34fe0fa47b/video-tm_mm_14.png",{},{"id":1024,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":1025,"copyright":19,"fieldtype":79,"meta_data":1026,"is_external_url":81},160871616161278,"https://a.storyblok.com/f/287396602024003/x/b205f8648f/tm_mm_14.mp4",{},{"type":35,"content":1028},[1029],{"type":38},{"type":35,"content":1031},[1032],{"type":38},{"_uid":1034,"text":1035,"initials":252,"component":253},"45aa65f2-b682-4976-a931-bd57fb82c482",{"type":35,"content":1036},[1037],{"type":38,"attrs":1038,"content":1039},{"textAlign":40},[1040],{"text":1041,"type":44,"marks":1042},"How did you connect the marketing page with an actual experience?",[1043],{"type":47,"attrs":1044},{"color":19},{"_uid":1046,"text":1047,"initials":338,"component":339,"additional_answer":81,"left_margin_override":81},"5b9a0dbd-9813-42f3-b485-08bca5032d21",{"type":35,"content":1048},[1049],{"type":38,"attrs":1050,"content":1051},{"textAlign":40},[1052,1054,1055,1056],{"text":1053,"type":44},"The most engaging part, and I think the smartest decision we made on the marketing page, is the footer. Instead of a standard call to action, we placed a full character creation experience right there on the landing page. You can configure your avatar, pick your look, see how you'll appear in the world. And then the natural next step is to continue into the actual app. You've already invested in your character so it feels like you're already in.",{"type":211},{"type":211},{"text":1057,"type":44},"It works because it gives the user a taste of the immersive experience before they even commit to anything. 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On top of that, we were integrating into MetaMask's existing design system, which means every creative decision also had to work within internal team’s constraints.",{"type":211},{"type":211},{"text":1101,"type":44},"We chose to optimize rather than compromise. The worlds, the characters, the icon kit — none of that got scaled back. Instead, we got smart about production. This was nearly a year ago, when the AI tooling landscape was very different, and getting good results out of generative tools was harder than it is now. That said, I’m glad that we discovered early that image-to-image editing and image-to-3D generation could slot into our Cinema 4D workflow — not as a replacement, but as an accelerant. Texturing fifty miniature world icons by hand wasn't feasible in the timeline. Using AI to generate textures from reference images of the full-size worlds was. That kind of targeted optimization is what made the scope possible.",{"_uid":1103,"text":1104,"initials":252,"component":253},"c2d4ff8d-178c-4c6f-bc6f-a9d20eef1f78",{"type":35,"content":1105},[1106],{"type":38,"attrs":1107,"content":1108},{"textAlign":40},[1109],{"text":1110,"type":44,"marks":1111},"What is a part of the project — a detail, an idea, etc — that’s easy to overlook but that you gave a lot of attention to?",[1112],{"type":47,"attrs":1113},{"color":19},{"_uid":1115,"text":1116,"initials":338,"component":339,"additional_answer":81,"left_margin_override":81},"47aac519-1dc7-4ce0-bb2c-69b5e0872fcb",{"type":35,"content":1117},[1118],{"type":38,"attrs":1119,"content":1120},{"textAlign":40},[1121,1123,1124,1125,1127,1128,1129,1131,1132,1133],{"text":1122,"type":44},"The onboarding and data layer for both beginners and experienced MetaMask users.",{"type":211},{"type":211},{"text":1126,"type":44},"A core question related to existing MetaMask users who have been working the wallet for months or years — how do they understand what their historical activity is now worth inside Rewards? We needed to make it immediately clear how the user's past activity translates into points, how to connect additional wallets to consolidate the progress, and what actions to take next to keep earning.",{"type":211},{"type":211},{"text":1130,"type":44},"Someone who's been in the MetaMask ecosystem for a long time should feel rewarded for that loyalty the moment they enter, not confused by a system that treats them like a newcomer.",{"type":211},{"type":211},{"text":1134,"type":44},"That meant a lot of work on charts, data visualization, and progress tracking to make dense information feel legible and motivating rather than overwhelming. It's a different design problem than the worlds and characters. How do you show someone a number and make them feel like they're getting somewhere?",{"_uid":1136,"media":1137,"layout":1154,"carousel":81,"alignment":151,"component":238,"carousel_interval":239,"show_index_indicator":81},"ed87b7ac-b172-4354-a886-90dd8e67c469",[1138],{"_uid":1139,"image":1140,"video":1144,"component":230,"first_caption":1148,"second_caption":1151},"fe49b181-eb6d-4989-b8b7-eb08688ecef6",{"id":1141,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":1142,"copyright":19,"fieldtype":79,"meta_data":1143,"is_external_url":81},160946710853141,"https://a.storyblok.com/f/287396602024003/1166x1556/2f29620711/video-tm_mm_16.png",{},{"id":1145,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":1146,"copyright":19,"fieldtype":79,"meta_data":1147,"is_external_url":81},160871616198144,"https://a.storyblok.com/f/287396602024003/x/23d1638ce7/tm_mm_16.mp4",{},{"type":35,"content":1149},[1150],{"type":38},{"type":35,"content":1152},[1153],{"type":38},"one-up",{"_uid":1156,"text":1157,"initials":252,"component":253},"058fec41-0b5f-4bbc-ba7c-ff3ac125dead",{"type":35,"content":1158},[1159],{"type":38,"attrs":1160,"content":1161},{"textAlign":40},[1162],{"text":1163,"type":44,"marks":1164},"Anything you wanted to do but didn’t make it into the final result?",[1165],{"type":47,"attrs":1166},{"color":19},{"_uid":1168,"text":1169,"initials":338,"component":339,"additional_answer":81,"left_margin_override":81},"614b2382-0ba8-4d51-9bd3-08a44b30ce9b",{"type":35,"content":1170},[1171],{"type":38,"attrs":1172,"content":1173},{"textAlign":40},[1174,1176,1177,1178,1180,1181,1182,1184,1185,1186,1188,1192,1200,1201,1209],{"text":1175,"type":44},"Oh, a lot. There's an incredible amount of unused material, but I’ll focus on the most interesting ones.",{"type":211},{"type":211},{"text":1179,"type":44},"The biggest one is another world concept called “Shinkai.” It was a Japanese-inspired samurai theme. It didn't make it into the final build, but it was one of my favorites.",{"type":211},{"type":211},{"text":1183,"type":44},"There was also a different approach to the reward-claiming animation. I animated a crazy sequence where the character's actual hand reaches out and opens the reward box. It was more cinematic, more physical. 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Why?",[1271],{"type":47,"attrs":1272},{"color":19},{"_uid":1274,"text":1275,"initials":338,"component":339,"additional_answer":81,"left_margin_override":81},"f8b32019-03b6-40b5-8010-05da7e1e4166",{"type":35,"content":1276},[1277],{"type":38,"attrs":1278,"content":1279},{"textAlign":40},[1280,1282,1283,1284,1286,1287,1288],{"text":1281,"type":44},"Don’t be afraid to experiment with bold ideas, even when you're working with a large company that has an established design system.",{"type":211},{"type":211},{"text":1285,"type":44},"But boldness alone doesn't ship. The other half of the lesson is to know your stack and know how to combine it. Some users do not care whether a texture of a 3D icon is AI-generated or whether you spent eighteen hours designing it, for it to only appear in the interface once. Optimize for productivity and speed, and pour that saved time back into the work that actually matters.",{"type":211},{"type":211},{"text":1289,"type":44},"Use your multidisciplinary skills whenever you can. Being able to move between 3D, product design, motion, and marketing — and knowing where each discipline serves the project best — is what made this scope possible with a mostly two-person team!",{"_uid":1291,"media":1292,"layout":1154,"carousel":81,"alignment":151,"component":238,"carousel_interval":239,"show_index_indicator":81},"1de6bec6-72c3-4f53-81c2-1e56aecbaf24",[1293],{"_uid":1294,"image":1295,"video":1299,"component":230,"first_caption":1301,"second_caption":1304},"1b12427a-60cf-44f7-8727-890ff925ddef",{"id":1296,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":1297,"copyright":19,"fieldtype":79,"meta_data":1298,"is_external_url":81},160873162159877,"https://a.storyblok.com/f/287396602024003/1166x1556/8a85c5113e/image-tm_mm_19.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":1300},{},{"type":35,"content":1302},[1303],{"type":38},{"type":35,"content":1305},[1306],{"type":38},{"_uid":1308,"text":1309,"initials":252,"component":253},"52d107de-626b-4dab-8580-c0a81a98aa70",{"type":35,"content":1310},[1311],{"type":38,"attrs":1312,"content":1313},{"textAlign":40},[1314],{"text":1315,"type":44,"marks":1316},"What part of the project was most satisfying?",[1317],{"type":47,"attrs":1318},{"color":19},{"_uid":1320,"text":1321,"initials":338,"component":339,"additional_answer":81,"left_margin_override":81},"b69093f8-f4ea-496a-8e5e-566e58e63efe",{"type":35,"content":1322},[1323],{"type":38,"attrs":1324,"content":1325},{"textAlign":40},[1326,1328,1329,1330,1332,1333,1334],{"text":1327,"type":44},"The 3D work, without question.",{"type":211},{"type":211},{"text":1331,"type":44},"I work across UI, 3D, and motion, but 3D is what I enjoy most. And Ken is a pro at UI, so it was an incredibly well-balanced collaboration.",{"type":211},{"type":211},{"text":1335,"type":44},"Every step of building those worlds was the most satisfying part of the process for me. From sculpting each landscape in Cinema 4D to rigging the characters to creating and animating outfits for every level. And then seeing it live, knowing that millions of MetaMask users are opening their wallet and stepping into a world you shaped really closes the loop. The craft matters more when it reaches people at that scale.",{"_uid":1337,"media":1338,"layout":237,"carousel":81,"alignment":151,"component":238,"carousel_interval":239,"show_index_indicator":81},"de2634a4-82c6-47ab-b5ba-4e86e88b7f38",[1339],{"_uid":1340,"image":1341,"video":1345,"component":230,"first_caption":1347,"second_caption":1350},"eae7ad69-3568-427b-b576-02a40bc86382",{"id":1342,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":1343,"copyright":19,"fieldtype":79,"meta_data":1344,"is_external_url":81},160873162147588,"https://a.storyblok.com/f/287396602024003/2358x1572/6991fcac88/image-tm_mm_20.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":1346},{},{"type":35,"content":1348},[1349],{"type":38},{"type":35,"content":1351},[1352],{"type":38},"designing-worlds","articles/designing-worlds",-70,[],96204074601725,"0f735dcc-d8af-4753-9cac-4ebad2f7156a","2026-03-31T19:58:21.846Z",[],{"name":1362,"created_at":1363,"published_at":1364,"updated_at":1365,"id":1366,"uuid":1367,"content":1368,"slug":2187,"full_slug":2188,"sort_by_date":40,"position":146,"tag_list":2189,"is_startpage":81,"parent_id":1357,"meta_data":40,"group_id":2190,"first_published_at":1364,"release_id":40,"lang":95,"path":40,"alternates":2191,"default_full_slug":40,"translated_slugs":40},"Building a Bullish Brand for Degens","2026-03-05T15:03:10.330Z","2026-03-19T13:56:01.626Z","2026-03-19T13:56:01.660Z",151688766820535,"7ca1278f-5672-4707-a95e-810c49317928",{"_uid":1369,"head":1370,"authors":1377,"category":152,"subjects":1394,"component":178,"published_at":1420,"article_color":1421,"article_number":1422,"article_components":1423},"4afef163-447a-4517-be35-c77b6781410f",[1371],{"_uid":1372,"image":1373,"title":1362,"favicon":1375,"component":87,"description":1362},"5fc276ba-2d5f-4771-a8d6-67c8c8e3d574",{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":1374},{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":1376},{},[1378],{"name":116,"created_at":117,"published_at":118,"updated_at":119,"id":120,"uuid":121,"content":1379,"slug":144,"full_slug":145,"sort_by_date":40,"position":146,"tag_list":1392,"is_startpage":81,"parent_id":148,"meta_data":40,"group_id":149,"first_published_at":118,"release_id":40,"lang":95,"path":40,"alternates":1393,"default_full_slug":40,"translated_slugs":40,"_stopResolving":151},{"bio":1380,"_uid":140,"component":141,"last_name":142,"first_name":143,"organization":50},{"type":35,"content":1381},[1382],{"type":38,"attrs":1383,"content":1384},{"textAlign":40},[1385,1386,1391],{"text":129,"type":44},{"text":131,"type":44,"marks":1387},[1388,1390],{"type":47,"attrs":1389},{"color":135},{"type":137},{"text":139,"type":44},[],[],[1395],{"name":1396,"created_at":1397,"published_at":1398,"updated_at":1399,"id":1400,"uuid":1401,"content":1402,"slug":1413,"full_slug":1414,"sort_by_date":40,"position":1415,"tag_list":1416,"is_startpage":81,"parent_id":148,"meta_data":40,"group_id":1417,"first_published_at":1418,"release_id":40,"lang":95,"path":40,"alternates":1419,"default_full_slug":40,"translated_slugs":40,"_stopResolving":151},"Matthew Roop","2026-03-05T14:58:21.964Z","2026-03-19T14:06:02.487Z","2026-03-19T14:06:02.500Z",151687585715273,"c33d1712-44fd-4aaf-8424-f2023f1055c8",{"bio":1403,"_uid":1410,"component":141,"last_name":1411,"first_name":1412,"organization":50},{"type":35,"content":1404},[1405],{"type":38,"attrs":1406,"content":1407},{"textAlign":40},[1408],{"text":1409,"type":44},"Matt is a design director at Studio Freight. He spends his days between his keyboard and vintage guitars, wondering what life would have been like had he stuck to being a theatre major.","611062e7-b0fd-4a63-ba1b-0f381bfa13e3","Roop","Matthew","matthew-roop","persons/matthew-roop",-120,[],"22e4057f-abdd-4749-95c6-c5bfd092d3e3","2026-03-05T15:01:52.135Z",[],"2026-03-06 00:00","#4FFFAB","7",[1424,1427,1429,1448,1507,1519,1576,1588,1607,1653,1665,1684,1729,1741,1794,1798,1810,1827,1839,1888,1927,1939,1951,1968,1980,1992,2037,2049,2096],{"_uid":1425,"title":1362,"component":185,"title_highlight":1426},"9806b72a-9b84-4c1b-a16c-90af346dd075","for Degens",{"_uid":1428,"size":189,"component":190},"c8ae04bd-3a09-4453-a8c9-66e167555791",{"_uid":1430,"text":1431,"component":218},"43cd7079-1ebf-4e63-afb2-2b58ebcfd89c",{"type":35,"content":1432},[1433],{"type":38,"attrs":1434,"content":1435},{"textAlign":40},[1436,1441,1442,1443],{"text":1437,"type":44,"marks":1438},"There's a corner of crypto that thrives on chaos. While institutional players embrace traditional finance aesthetics, the degen trading community lives in a different world entirely; one of manic Telegram threads, unhinged takes, and emotional whiplash that swings from euphoria to despair in minutes.",[1439],{"type":47,"attrs":1440},{"color":19},{"type":211},{"type":211},{"text":1444,"type":44,"marks":1445},"Instead of sanitizing this energy, Studio Freight and Bullpen worked to make it the central pulse of their brand identity. In this written conversation, design director Matthew Roop walks through his experience building a brand for a subculture that refuses to be tamed.",[1446],{"type":47,"attrs":1447},{"color":19},{"_uid":1449,"media":1450,"layout":237,"carousel":151,"alignment":151,"component":238,"carousel_interval":239,"show_index_indicator":151},"d1a564f9-fcaa-4dec-a3bd-f1a72453acd7",[1451,1465,1479,1493],{"_uid":1452,"image":1453,"video":1457,"component":230,"first_caption":1459,"second_caption":1462},"6161d96a-a11f-40a4-9fde-46873f3bd246",{"id":1454,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":1455,"copyright":19,"fieldtype":79,"meta_data":1456,"is_external_url":81},151690338339955,"https://a.storyblok.com/f/287396602024003/2358x1404/6f2381e1ed/tm07-hero-01.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":1458},{},{"type":35,"content":1460},[1461],{"type":38},{"type":35,"content":1463},[1464],{"type":38},{"_uid":1466,"image":1467,"video":1471,"component":230,"first_caption":1473,"second_caption":1476},"b47307d2-42d5-4969-bfee-28e2ae9ac0e8",{"id":1468,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":1469,"copyright":19,"fieldtype":79,"meta_data":1470,"is_external_url":81},151690338323568,"https://a.storyblok.com/f/287396602024003/2358x1404/13b8dde224/tm07-hero-02.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":1472},{},{"type":35,"content":1474},[1475],{"type":38},{"type":35,"content":1477},[1478],{"type":38},{"_uid":1480,"image":1481,"video":1485,"component":230,"first_caption":1487,"second_caption":1490},"3d112953-02f2-481b-b118-36eead6dff11",{"id":1482,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":1483,"copyright":19,"fieldtype":79,"meta_data":1484,"is_external_url":81},151690338380920,"https://a.storyblok.com/f/287396602024003/2358x1404/b7e8392979/tm07-hero-03.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":1486},{},{"type":35,"content":1488},[1489],{"type":38},{"type":35,"content":1491},[1492],{"type":38},{"_uid":1494,"image":1495,"video":1499,"component":230,"first_caption":1501,"second_caption":1504},"7fb55b99-7572-471b-ba64-cc72dfa03296",{"id":1496,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":1497,"copyright":19,"fieldtype":79,"meta_data":1498,"is_external_url":81},151690338282602,"https://a.storyblok.com/f/287396602024003/2358x1404/0ba56318a4/tm07-hero-04.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":1500},{},{"type":35,"content":1502},[1503],{"type":38},{"type":35,"content":1505},[1506],{"type":38},{"_uid":1508,"text":1509,"initials":252,"component":253},"1bb45952-1664-46b2-a948-d55a32eb41c5",{"type":35,"content":1510},[1511],{"type":38,"attrs":1512,"content":1513},{"textAlign":40},[1514],{"text":1515,"type":44,"marks":1516},"Let’s grab this conversation by the horns (sorry). Can you share a bit about your thoughts heading into this project?",[1517],{"type":47,"attrs":1518},{"color":19},{"_uid":1520,"text":1521,"initials":1575,"component":339,"additional_answer":81,"left_margin_override":81},"254d5b52-d649-488c-a288-7984ca5f7e0b",{"type":35,"content":1522},[1523,1531,1553],{"type":38,"attrs":1524,"content":1525},{"textAlign":40},[1526],{"text":1527,"type":44,"marks":1528},"Absolutely. I was excited to see the brief come in on this project. Long before I was a design director at Studio Freight, I was a hopeless trading degen caught up in the ",[1529],{"type":47,"attrs":1530},{"color":19},{"type":269,"attrs":1532},{"id":1533,"body":1534},"1a911a48-0fee-462e-9e3e-c2b534cc651d",[1535],{"_uid":1536,"content":1537,"component":310,"anchor_text":1552},"i-a43dd798-d4a9-4f10-9e2c-24ce3f161dd1",{"type":35,"content":1538},[1539],{"type":38,"attrs":1540,"content":1541},{"textAlign":40},[1542,1544,1545,1546],{"text":1543,"type":44},"The 2017 bull run was marked by heightened media attention and retail interest due to the Initial Coin Offering boom, with Bitcoin soaring from about $1,000 in January to nearly $20,000 by December — a staggering 1,900% increase. ",{"type":211},{"type":211},{"text":1547,"type":44,"marks":1548},"Kucoin Learn",[1549],{"type":24,"attrs":1550},{"href":1551,"uuid":40,"anchor":40,"target":40,"linktype":21},"https://www.kucoin.com/learn/crypto/the-history-of-bitcoin-bull-runs-and-crypto-market-cycles","crypto bull run of 2017.",{"type":38,"attrs":1554,"content":1555},{"textAlign":40},[1556,1561,1562,1563,1568,1569,1570],{"text":1557,"type":44,"marks":1558}," I could easily spend half a day perusing Discord servers and trying to track down the hottest Telegram channels. And while that experience yielded little in the way of profitability (for me), it certainly taught me the culture of the proverbial crypto degen. ",[1559],{"type":47,"attrs":1560},{"color":19},{"type":211},{"type":211},{"text":1564,"type":44,"marks":1565},"Once Bullpen came along I knew that I had a great opportunity to help it be exactly what it needed to be. These online crypto communities are comically spastic, shameless, meme-obsessed, and have a dark sense of self-deprecating humor when things go wrong.",[1566],{"type":47,"attrs":1567},{"color":19},{"type":211},{"type":211},{"text":1571,"type":44,"marks":1572},"In my experience these users they take nothing very seriously, be it huge wins or huge losses. They do their best to find an edge but at the end of the day, it’s more about the journey and community, even if they won’t admit it. Knowing all of this, it was easy to develop a concept that “felt right.” I knew from the start the hard part was going to be selling it to the client.",[1573],{"type":47,"attrs":1574},{"color":19},"MR",{"_uid":1577,"text":1578,"initials":252,"component":253},"14ba48e2-d085-4192-82c8-b6133d0a8a9b",{"type":35,"content":1579},[1580],{"type":38,"attrs":1581,"content":1582},{"textAlign":40},[1583],{"text":1584,"type":44,"marks":1585},"Were there any key considerations coming into the project?",[1586],{"type":47,"attrs":1587},{"color":19},{"_uid":1589,"text":1590,"initials":1575,"component":339,"additional_answer":81,"left_margin_override":81},"90fd24e5-0956-4b49-9868-a709ebec6c21",{"type":35,"content":1591},[1592],{"type":38,"attrs":1593,"content":1594},{"textAlign":40},[1595,1600,1601,1602],{"text":1596,"type":44,"marks":1597},"Well, whenever I work on a project I am always thinking about how I can steward a bold, striking visual identity with significant emotional impact. Emotion is our key to connect to the other humans living out there, so any identity must embrace that. It just so happens that emotions are extremely present in the daily lives of crypto degen traders. ",[1598],{"type":47,"attrs":1599},{"color":19},{"type":211},{"type":211},{"text":1603,"type":44,"marks":1604},"They experience extreme highs and lows in the markets based on price fluctuations, in their communities based on interpersonal drama, and as a result of the larger crypto industry that they partake in. It would be an absolute disservice to create a brand trying to relate to these audiences without tapping in to these emotions in a self aware kind of way, by speaking their own language.",[1605],{"type":47,"attrs":1606},{"color":19},{"_uid":1608,"media":1609,"layout":1652,"carousel":81,"alignment":151,"component":238,"carousel_interval":239,"show_index_indicator":81},"1f4fb6f2-88f5-4cf5-8b8e-e5f4de68e1a5",[1610,1624,1638],{"_uid":1611,"image":1612,"video":1616,"component":230,"first_caption":1618,"second_caption":1621},"c8c5bbf7-184a-49b0-9dc3-bf6eb7281ca4",{"id":1613,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":1614,"copyright":19,"fieldtype":79,"meta_data":1615,"is_external_url":81},151690338315374,"https://a.storyblok.com/f/287396602024003/770x560/741320cb3d/tm07-moodboards-01.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":1617},{},{"type":35,"content":1619},[1620],{"type":38},{"type":35,"content":1622},[1623],{"type":38},{"_uid":1625,"image":1626,"video":1630,"component":230,"first_caption":1632,"second_caption":1635},"8a064885-e416-4b9b-a18c-3d6eff657c7d",{"id":1627,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":1628,"copyright":19,"fieldtype":79,"meta_data":1629,"is_external_url":81},151690365332611,"https://a.storyblok.com/f/287396602024003/770x560/25865ecd01/tm07-moodboards-02.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":1631},{},{"type":35,"content":1633},[1634],{"type":38},{"type":35,"content":1636},[1637],{"type":38},{"_uid":1639,"image":1640,"video":1644,"component":230,"first_caption":1646,"second_caption":1649},"429be3da-bc45-4706-968b-dde4e5bc78af",{"id":1641,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":1642,"copyright":19,"fieldtype":79,"meta_data":1643,"is_external_url":81},151690338368629,"https://a.storyblok.com/f/287396602024003/770x560/fd5145cce4/tm07-moodboards-03.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":1645},{},{"type":35,"content":1647},[1648],{"type":38},{"type":35,"content":1650},[1651],{"type":38},"three-up",{"_uid":1654,"text":1655,"initials":252,"component":253},"bb8f9da9-f3d6-482e-bb10-afdaa9331b4d",{"type":35,"content":1656},[1657],{"type":38,"attrs":1658,"content":1659},{"textAlign":40},[1660],{"text":1661,"type":44,"marks":1662},"What was the core insight to unlocking the brand and where did it come from?",[1663],{"type":47,"attrs":1664},{"color":19},{"_uid":1666,"text":1667,"initials":1575,"component":339,"additional_answer":81,"left_margin_override":81},"c4b0542f-8bda-41d5-9738-2a14535460ad",{"type":35,"content":1668},[1669],{"type":38,"attrs":1670,"content":1671},{"textAlign":40},[1672,1677,1678,1679],{"text":1673,"type":44,"marks":1674},"The conceptual center for this project was the decision to rely heavily on a visual language inspired by the very place that these communities exist. The way people speak on these Discord servers and Telegram channels is completely unique, and this is the way we felt the Bullpen brand should speak. So… pulling from our own pasts as recovering degens, we landed on the visual language. What you get is an identity that makes use of inside-jokes, hyper specific acronyms, ridiculous user-names, chat bubbles, emoticons, and so on.",[1675],{"type":47,"attrs":1676},{"color":19},{"type":211},{"type":211},{"text":1680,"type":44,"marks":1681},"The choice to go in this direction was also a result of functionality. The project was rather limited in terms of timeline and we wanted to give them something simple and easily reproducible. The design solutions we proposed are intentionally simple, bold, and easy to use.",[1682],{"type":47,"attrs":1683},{"color":19},{"_uid":1685,"media":1686,"layout":237,"carousel":151,"alignment":151,"component":238,"carousel_interval":239,"show_index_indicator":151},"2c918db5-5089-4a3f-a91d-fb63d2636248",[1687,1701,1715],{"_uid":1688,"image":1689,"video":1693,"component":230,"first_caption":1695,"second_caption":1698},"098595b1-c1b6-4de4-b970-0f04954b2e22",{"id":1690,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":1691,"copyright":19,"fieldtype":79,"meta_data":1692,"is_external_url":81},151690338315373,"https://a.storyblok.com/f/287396602024003/2358x1328/85872b8f3e/tm07-image-01.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":1694},{},{"type":35,"content":1696},[1697],{"type":38},{"type":35,"content":1699},[1700],{"type":38},{"_uid":1702,"image":1703,"video":1707,"component":230,"first_caption":1709,"second_caption":1712},"968d303e-8e61-4937-8e38-8ffc54925027",{"id":1704,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":1705,"copyright":19,"fieldtype":79,"meta_data":1706,"is_external_url":81},151690338311276,"https://a.storyblok.com/f/287396602024003/2358x1328/978c7c6d3d/tm07-image-02.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":1708},{},{"type":35,"content":1710},[1711],{"type":38},{"type":35,"content":1713},[1714],{"type":38},{"_uid":1716,"image":1717,"video":1721,"component":230,"first_caption":1723,"second_caption":1726},"e13f58eb-fb3e-41ac-8eae-b1976c49c415",{"id":1718,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":1719,"copyright":19,"fieldtype":79,"meta_data":1720,"is_external_url":81},151690338471035,"https://a.storyblok.com/f/287396602024003/2358x1328/46f5228def/tm07-image-03.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":1722},{},{"type":35,"content":1724},[1725],{"type":38},{"type":35,"content":1727},[1728],{"type":38},{"_uid":1730,"text":1731,"initials":252,"component":253},"a68ddb0e-ecbd-4133-a8f2-47d8642fb98a",{"type":35,"content":1732},[1733],{"type":38,"attrs":1734,"content":1735},{"textAlign":40},[1736],{"text":1737,"type":44,"marks":1738},"Makes sense. So was this approach an obvious “hell yeah” for the teams?",[1739],{"type":47,"attrs":1740},{"color":19},{"_uid":1742,"text":1743,"initials":1575,"component":339,"additional_answer":81,"left_margin_override":81},"dadc6b9b-976e-4c06-86e7-fed4eadd57f5",{"type":35,"content":1744},[1745,1752,1779],{"type":38,"attrs":1746,"content":1747},{"textAlign":40},[1748],{"text":316,"type":44,"marks":1749},[1750],{"type":47,"attrs":1751},{"color":19},{"type":269,"attrs":1753},{"id":1754,"body":1755},"73e0e3dc-88e8-4886-8227-f38e809cdb07",[1756],{"_uid":1757,"content":1758,"component":310,"anchor_text":1778},"i-cc8c351e-2d81-4581-94cb-dff3248ce2c0",{"type":35,"content":1759},[1760],{"type":269,"attrs":1761},{"id":1762,"body":1763},"8090a107-090d-4936-94b8-39edd19d06d3",[1764],{"_uid":1765,"image":1766,"video":1770,"component":230,"first_caption":1772,"second_caption":1775},"i-761c93e8-0607-4c93-8dd9-38aedbc7ad03",{"id":1767,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":1768,"copyright":19,"fieldtype":79,"meta_data":1769,"is_external_url":81},151706497060913,"https://a.storyblok.com/f/287396602024003/220x220/45ce98ba15/michael-scott-no-gif.gif",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":1771},{},{"type":35,"content":1773},[1774],{"type":38},{"type":35,"content":1776},[1777],{"type":38},"Not really.",{"type":38,"attrs":1780,"content":1781},{"textAlign":40},[1782,1787,1788,1789],{"text":1783,"type":44,"marks":1784}," In reality, the language that you find in these chat rooms is WAY more colorful than what would be appropriate for a brand to use publicly. We definitely had to tone that down haha. I remember getting a hell no or two during the internal refinement phase. But I guess it’s better to go too far than not far enough.",[1785],{"type":47,"attrs":1786},{"color":19},{"type":211},{"type":211},{"text":1790,"type":44,"marks":1791},"When we first presented the brand concept to the client, their initial reaction was a bit adverse, probably because it’s rather in-your-face. But we walked them through their own references, and explained the concept thoroughly. After they had some time to think it over (a week or so), they came back loving what we originally pitched.",[1792],{"type":47,"attrs":1793},{"color":19},{"_uid":1795,"name":19,"role":19,"text":1796,"align":986,"component":987,"text_highlight":1797},"ca876bf7-1b81-4376-8666-f88fe2de03fd","We spend weeks designing these concepts, it’s not always fair to expect a client to ‘get it’ after seeing it for 20 minutes.","not always fair",{"_uid":1799,"text":1800,"initials":316,"component":339,"additional_answer":81,"left_margin_override":81},"5d5a5934-fd80-4073-a52b-1dfc1bb9728c",{"type":35,"content":1801},[1802],{"type":38,"attrs":1803,"content":1804},{"textAlign":40},[1805],{"text":1806,"type":44,"marks":1807},"In this case, it was a matter of being patient but also not immediately caving to their initial hesitance. Sometimes people need to acquire the taste for something they’ll come to love. I always say that we spend weeks designing these concepts, it’s not always fair to expect a client to “get it” after seeing it for 20 minutes during a first round presentation.",[1808],{"type":47,"attrs":1809},{"color":19},{"_uid":1811,"media":1812,"layout":1154,"carousel":81,"alignment":151,"component":238,"carousel_interval":239,"show_index_indicator":81},"3d47dc45-dbc1-42a6-8360-90dc6b591559",[1813],{"_uid":1814,"image":1815,"video":1819,"component":230,"first_caption":1821,"second_caption":1824},"f028719a-3e02-496f-8ea7-5768fbd1a339",{"id":1816,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":1817,"copyright":19,"fieldtype":79,"meta_data":1818,"is_external_url":81},151690338331761,"https://a.storyblok.com/f/287396602024003/1168x832/49168567db/tm07-image-05.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":1820},{},{"type":35,"content":1822},[1823],{"type":38},{"type":35,"content":1825},[1826],{"type":38},{"_uid":1828,"text":1829,"initials":252,"component":253},"6be0e818-80cd-4ed1-9ded-c2e5eea2a66a",{"type":35,"content":1830},[1831],{"type":38,"attrs":1832,"content":1833},{"textAlign":40},[1834],{"text":1835,"type":44,"marks":1836},"How about the bull? What’s the story?",[1837],{"type":47,"attrs":1838},{"color":19},{"_uid":1840,"text":1841,"initials":1575,"component":339,"additional_answer":81,"left_margin_override":81},"d336a5d1-2bc4-4d4c-b251-8ab305047d0f",{"type":35,"content":1842},[1843,1851,1878],{"type":38,"attrs":1844,"content":1845},{"textAlign":40},[1846],{"text":1847,"type":44,"marks":1848},"The original Bullpen logo was a rather atypical bull head. The style of its rendering was certainly not appropriate for the direction we designed, so we naturally had to recreate it. From there it was a matter of simplifying. Do you really need the whole bull? Its whole head? Instead we thought, what is the most iconic piece of the bull? 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On any given day, more than half the people you know are wearing them. But why? Their reputation is rugged and tough, a universal item that everyone feels connected to. They're steeped in the glow of an American myth and arguably one of the most important inventions of the 20th century.",{"type":211},{"type":211},{"text":2335,"type":44},"To tell the story of jeans, we have to start with the material: denim, which has a deeply rooted history dating back before the American cowboy and frontier. The exact origins are unknown, but there are traces from the 17th century. In Dungri, India, a work cloth called dungarees was produced. In Genoa, Italy, ship material was converted into work pants. And in Nîmes, France, the first recorded denim was called \"serge de Nîmes.\" Breaking this down, we ultimately get what is known as the blue jean — \"blue\" from Nîmes and \"jean\" from Genoa.",{"type":211},{"type":211},{"text":2339,"type":44},"Going back centuries, before France and Italy, indigo dye was hard to come by. Competition to get it was fierce, earning it the nickname \"Devil's dye.\" ",{"type":269,"attrs":2341},{"id":2342,"body":2343},"4dd2372b-3e17-47d1-8107-2b3642dc9e05",[2344],{"_uid":2345,"content":2346,"component":310,"anchor_text":2366},"68a5ba51-3964-4186-930e-f2e03bd300c2",{"type":35,"content":2347},[2348,2360],{"type":269,"attrs":2349},{"id":2350,"body":2351},"8f8445d0-82c3-4c42-937f-8a89f936c14f",[2352],{"_uid":2353,"image":2354,"video":2358,"component":230,"first_caption":19,"second_caption":19},"eddc0988-db78-4bc4-98d8-95d8abe622b7",{"id":2355,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":2356,"copyright":19,"fieldtype":79,"meta_data":2357,"is_external_url":81},144281593941493,"https://a.storyblok.com/f/287396602024003/1168x832/8583b5ff93/tm06-a.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":2359},{},{"type":38,"attrs":2361,"content":2362},{"textAlign":40},[2363,2364],{"type":211},{"text":2365,"type":44},"Indigofera tinctoria, also called true indigo, is a flowering plant from the bean family that was one of the earliest natural sources indigo dye.","Indigo",{"type":38,"attrs":2368,"content":2369},{"textAlign":40},[2370],{"text":2371,"type":44}," is a green weed, and turning it into blue dye has historically been a delicate process, meaning only the most skilled weavers could do this kind of work. When you introduce a natural fabric like cotton or woven cloth, the first coloring is actually green. Eventually it oxidizes and turns the fabric blue.",{"_uid":2373,"media":2374,"layout":690,"carousel":81,"alignment":151,"component":238,"carousel_interval":239,"show_index_indicator":151},"3ead3a86-98cd-4a35-982f-1d5f1ca7d626",[2375,2395],{"_uid":2376,"image":2377,"video":2381,"component":230,"first_caption":2383,"second_caption":2394},"7c967236-0490-430c-b12e-ce5848865c1f",{"id":2378,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":2379,"copyright":19,"fieldtype":79,"meta_data":2380,"is_external_url":81},144281594002946,"https://a.storyblok.com/f/287396602024003/1172x1402/21cea0ab57/tm06-02.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":2382},{},{"type":35,"content":2384},[2385],{"type":38,"attrs":2386,"content":2387},{"textAlign":40},[2388],{"text":2389,"type":44,"marks":2390},"Woman Begging with Two Children",[2391],{"type":24,"attrs":2392},{"href":2393,"uuid":40,"anchor":40,"target":55,"linktype":21},"https://www.canesso.art/artworkdetail/779901/17948/woman-begging-with-two-children","Artist Unknown",{"_uid":2396,"image":2397,"video":2401,"component":230,"first_caption":2403,"second_caption":2394},"a711b2bf-304b-414b-917d-109ce6b8dbab",{"id":2398,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":2399,"copyright":19,"fieldtype":79,"meta_data":2400,"is_external_url":81},144281594195462,"https://a.storyblok.com/f/287396602024003/1166x1404/7f289deb47/tm06-03.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":2402},{},{"type":35,"content":2404},[2405],{"type":38,"attrs":2406,"content":2407},{"textAlign":40},[2408],{"text":2409,"type":44,"marks":2410},"A Beggar Boy with a Piece of Pie",[2411],{"type":24,"attrs":2412},{"href":2413,"uuid":40,"anchor":40,"target":55,"linktype":21},"https://www.wga.hu/html_m/m/master/bluejean/beggar.html",{"_uid":2415,"size":189,"component":190},"e9048071-f32a-4d0b-a11f-cd012e5f4d98",{"_uid":2417,"text":2418,"component":38},"52657dd2-2d6f-4bc5-9387-b9e0f6ce71d6",{"type":35,"content":2419},[2420],{"type":38,"attrs":2421,"content":2422},{"textAlign":40},[2423,2425,2426,2427],{"text":2424,"type":44},"Telling the story of indigo in America, like many American stories, means talking about its ties to captive peoples. In some African cultures, indigo fabric is considered holy. Because it rests on the skin, it's believed to hold the wearer's spirit and soul. The specialized process of dyeing and using indigo was deeply spiritual to many African tribes. ",{"type":211},{"type":211},{"text":2428,"type":44},"Enslaved African people brought this technique with them to the New World. Indigo dyeing — and therefore slave labor — became one of the first deep economic ties to the fortunes of slaveholders and the emerging slave economy. Indigo was added to the South's crop rotation along with tobacco and rice, making it the second-largest cash crop in what is now South Carolina just before the American Revolution.",{"_uid":2430,"media":2431,"layout":690,"carousel":81,"alignment":151,"component":238,"carousel_interval":239,"show_index_indicator":81},"fa20a557-4656-4cac-a570-d1e1d230d908",[2432,2458],{"_uid":2433,"image":2434,"video":2438,"component":230,"first_caption":2440,"second_caption":2451},"e0e99aa8-b2fd-4a8d-82cc-9e05676e289c",{"id":2435,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":2436,"copyright":19,"fieldtype":79,"meta_data":2437,"is_external_url":81},144281594154500,"https://a.storyblok.com/f/287396602024003/1168x832/76c3b872d7/tm06-04.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":2439},{},{"type":35,"content":2441},[2442],{"type":38,"attrs":2443,"content":2444},{"textAlign":40},[2445],{"text":2446,"type":44,"marks":2447},"Kano Dye Pits",[2448],{"type":24,"attrs":2449},{"href":2450,"uuid":40,"anchor":40,"target":55,"linktype":21},"https://www.bbc.com/news/world-africa-61066957",{"type":35,"content":2452},[2453],{"type":38,"attrs":2454,"content":2455},{"textAlign":40},[2456],{"text":2457,"type":44},"© BBC",{"_uid":2459,"image":2460,"video":2464,"component":230,"first_caption":2466,"second_caption":2477},"2599ed76-f75d-4954-88ec-1c40c4adbf04",{"id":2461,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":2462,"copyright":19,"fieldtype":79,"meta_data":2463,"is_external_url":81},150745303847899,"https://a.storyblok.com/f/287396602024003/1168x832/cef1a089d7/tm06-05-v2.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":2465},{},{"type":35,"content":2467},[2468],{"type":38,"attrs":2469,"content":2470},{"textAlign":40},[2471],{"text":2472,"type":44,"marks":2473},"Science Museum Group Collection",[2474],{"type":24,"attrs":2475},{"href":2476,"uuid":40,"anchor":40,"target":55,"linktype":21},"https://collection.sciencemuseumgroup.org.uk/objects/co8054610/planting-and-manufacturing-of-indigo-indigo-factory-beating-the-vats",{"type":35,"content":2478},[2479],{"type":38,"attrs":2480,"content":2481},{"textAlign":40},[2482],{"text":2483,"type":44},"© The Board of Trustees of the Science Museum",{"_uid":2485,"size":189,"component":190},"c7c63c64-dbf7-4a37-ab63-535b32f0b8cf",{"_uid":2487,"text":2488,"component":38},"7b795b09-2e7b-4636-a96f-da602b223158",{"type":35,"content":2489},[2490],{"type":38,"attrs":2491,"content":2492},{"textAlign":40},[2493],{"text":2494,"type":44},"In the 19th century, denim took center stage because of its strong weave and durability as labor-intensive work grew across America. Cotton was picked and packed by enslaved people in the South, sent to mills in the Northeast to be loomed, cut, and sewn into workwear, then shipped back down South to be worn by the very people enslaved in the cotton fields. Because most of the work in America was being done by enslaved people during this time, blue jeans fell into a category called Negro Cloth — one of the first ways in America where clothing was used not only to form individual identity but also to stigmatize people.",{"_uid":2496,"media":2497,"layout":237,"carousel":81,"alignment":151,"component":238,"carousel_interval":239,"show_index_indicator":81},"8a9b3eb6-410c-4845-b897-515abcc241a5",[2498],{"_uid":2499,"image":2500,"video":2504,"component":230,"first_caption":2506,"second_caption":2517},"b7e8bcb2-2ece-4f91-aacb-d31b28030928",{"id":2501,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":2502,"copyright":19,"fieldtype":79,"meta_data":2503,"is_external_url":81},150745303868380,"https://a.storyblok.com/f/287396602024003/1179x702/178be5dc77/tm06-06-v2.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":2505},{},{"type":35,"content":2507},[2508],{"type":38,"attrs":2509,"content":2510},{"textAlign":40},[2511],{"text":2512,"type":44,"marks":2513},"Sweet Potato Planting",[2514],{"type":24,"attrs":2515},{"href":2516,"uuid":40,"anchor":40,"target":55,"linktype":21},"https://www.loc.gov/pictures/resource/ppmsca.11398/",{"type":35,"content":2518},[2519],{"type":38,"attrs":2520,"content":2521},{"textAlign":40},[2522,2527],{"text":2523,"type":44,"marks":2524},"© ",[2525],{"type":47,"attrs":2526},{"color":209},{"text":2528,"type":44,"marks":2529},"Library of Congress Prints and Photographs",[2530],{"type":47,"attrs":2531},{"color":2532},"#555555",{"_uid":2534,"size":189,"component":190},"e9ca191c-f80b-4373-9aa3-da507ddc934b",{"_uid":2536,"text":2537,"component":38},"a00407ce-b1c2-4b10-a15e-41fbac7113ec",{"type":35,"content":2538},[2539,2544,2571],{"type":38,"attrs":2540,"content":2541},{"textAlign":40},[2542],{"text":2543,"type":44},"Although jeans were worn by most Americans working in labor-intensive fields, they didn't last long. Continual bending and repetitive tasks caused stress in predictable areas: the crotch, seat, knees, the fly, and pocket openings. Enter Jacob Davis, a tailor in Nevada during the 1870s. He was the first to make what we now know as the modern ",{"type":269,"attrs":2545},{"id":2546,"body":2547},"ee6c8ec4-3f7e-4ea7-92ac-0472e3212133",[2548],{"_uid":2549,"content":2550,"component":310,"anchor_text":2570},"f73acfd3-2ef0-49ab-bd55-bff33441274c",{"type":35,"content":2551},[2552,2554,2566],{"type":38,"attrs":2553},{"textAlign":40},{"type":269,"attrs":2555},{"id":2556,"body":2557},"37d91442-0299-4cfa-82d1-9442fba967c0",[2558],{"_uid":2559,"image":2560,"video":2564,"component":230,"first_caption":19,"second_caption":19},"07b44a09-0a88-46f7-afa3-c25b1661fa8c",{"id":2561,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":2562,"copyright":19,"fieldtype":79,"meta_data":2563,"is_external_url":81},144306654703739,"https://a.storyblok.com/f/287396602024003/531x419/7b1a70d8f3/tm06-b.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":2565},{},{"type":38,"attrs":2567,"content":2568},{"textAlign":40},[2569],{"type":211},"American jean.",{"type":38,"attrs":2572,"content":2573},{"textAlign":40},[2574,2575,2576],{"type":211},{"type":211},{"text":2577,"type":44},"By adding copper rivets — washers and posts used to structure horse saddles — to all the places that would rip, Davis reinforced pants for gold prospectors who came to him in the American Southwest. The popularity of this innovation grew. Davis knew he needed to scale, so he brought in Levi Strauss, his dry goods supplier in San Francisco, as a partner. Strauss applied for the patent, making the riveted “waist overall” a must-have for any working American. At the end of the 19th century this was 70% of the working population.",{"_uid":2579,"media":2580,"layout":690,"carousel":81,"alignment":151,"component":238,"carousel_interval":239,"show_index_indicator":81},"cb80c309-1d3c-4ddd-a2d4-99023b8afff4",[2581,2611],{"_uid":2582,"image":2583,"video":2587,"component":230,"first_caption":2589,"second_caption":2600},"f2a4a936-f1e2-4c3a-b4e8-c520aff68b77",{"id":2584,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":2585,"copyright":19,"fieldtype":79,"meta_data":2586,"is_external_url":81},150745304024029,"https://a.storyblok.com/f/287396602024003/1168x1402/1159aca24c/tm06-07-v2.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":2588},{},{"type":35,"content":2590},[2591],{"type":38,"attrs":2592,"content":2593},{"textAlign":40},[2594],{"text":2595,"type":44,"marks":2596},"Jacob W. Davis",[2597],{"type":24,"attrs":2598},{"href":2599,"uuid":40,"anchor":40,"target":55,"linktype":21},"https://www.levistrauss.com/2015/10/08/jacob-davis-6-things-you-probably-didnt-know-about-the-inventor-of-the-blue-jean/",{"type":35,"content":2601},[2602],{"type":38,"attrs":2603,"content":2604},{"textAlign":40},[2605],{"text":2606,"type":44,"marks":2607},"Levi Strauss & Co.",[2608],{"type":47,"attrs":2609},{"color":2610},"#362E2C",{"_uid":2612,"image":2613,"video":2617,"component":230,"first_caption":2619,"second_caption":2630},"5f5841a5-49c6-490f-9b81-f437ab0c50bd",{"id":2614,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":2615,"copyright":19,"fieldtype":79,"meta_data":2616,"is_external_url":81},144289331441455,"https://a.storyblok.com/f/287396602024003/583x407/e0fad27596/tm06-08.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":2618},{},{"type":35,"content":2620},[2621],{"type":38,"attrs":2622,"content":2623},{"textAlign":40},[2624],{"text":2625,"type":44,"marks":2626},"Levi Strauss Logo",[2627],{"type":24,"attrs":2628},{"href":2629,"uuid":40,"anchor":40,"target":55,"linktype":21},"https://www.levistrauss.com/2014/08/04/lsco-logo-named-5th-oldest-in-the-world/",{"type":35,"content":2631},[2632],{"type":38,"attrs":2633,"content":2634},{"textAlign":40},[2635],{"text":2606,"type":44,"marks":2636},[2637],{"type":47,"attrs":2638},{"color":2610},{"_uid":2640,"size":189,"component":190},"a00bf9d6-6ffe-48dd-aeda-b60d9b43d373",{"_uid":2642,"text":2643,"component":38},"316aa2fd-1b67-45eb-b0d9-fa10ea91b5ae",{"type":35,"content":2644},[2645],{"type":38,"attrs":2646,"content":2647},{"textAlign":40},[2648,2650,2651,2652,2654,2655,2656],{"text":2649,"type":44},"During the Great Depression, the blue jean became a symbol of collective American struggle. The Farm Security Administration sent photographers to document everyday life during this period. They captured images from farms to port cities and construction projects in New York City, with denim appearing throughout. These photographs revealed a common identity during a dark time, unifying the country under a shared goal: rebuilding the American economy.",{"type":211},{"type":211},{"text":2653,"type":44},"The Great Depression marked a turning point. Before the 1930s, denim was purely utilitarian. But its affordability and accessibility during hard times pushed it into the cultural mainstream. Perhaps there was a nostalgic longing for the mythical American West and the promises the frontier once held. The popularity of western films reinforced this shift, elevating the cowboy into the enduring American hero — almost always wearing jeans. This highlights again how problematic the retelling of these stories through cinema is, as they are almost always white stories told through a white lens. The real American West was complex and culturally diverse. The majority of the workforce consisted of people from Mexico, enslaved Africans, and Native Americans.",{"type":211},{"type":211},{"text":2657,"type":44},"One consequence of this revisionist American West was the invention of the dude ranch, which allowed wealthy easterners to cosplay western working culture. Because of the Great Depression, most ranchers had no other means of income but to transform their farms and homesteads into spa getaways for the wealthiest Americans. These ranches became the first place in American society where women could wear pants without stigma. With more wealthy women doing rugged outdoor work while vacationing, denim companies began creating jeans specifically for female customers for the first time, design following fashion in a way that hadn't been done previously when jeans were simply workwear.",{"_uid":2659,"media":2660,"layout":690,"carousel":81,"alignment":151,"component":238,"carousel_interval":239,"show_index_indicator":81},"3b326993-0f2d-47d7-b59b-d54d7fa8af19",[2661,2687],{"_uid":2662,"image":2663,"video":2667,"component":230,"first_caption":2669,"second_caption":2680},"a089f056-910f-4671-a9da-0c442dd838e2",{"id":2664,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":2665,"copyright":19,"fieldtype":79,"meta_data":2666,"is_external_url":81},144281593970171,"https://a.storyblok.com/f/287396602024003/1168x1404/44ad897b04/tm06-09.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":2668},{},{"type":35,"content":2670},[2671],{"type":38,"attrs":2672,"content":2673},{"textAlign":40},[2674],{"text":2675,"type":44,"marks":2676},"Drought Refugees",[2677],{"type":24,"attrs":2678},{"href":2679,"uuid":40,"anchor":40,"target":55,"linktype":21},"https://dorothealange.museumca.org/image/drought-refugees-3/A67.137.35207.2/",{"type":35,"content":2681},[2682],{"type":38,"attrs":2683,"content":2684},{"textAlign":40},[2685],{"text":2686,"type":44},"© The Dorothea Lange Collection",{"_uid":2688,"image":2689,"video":2693,"component":230,"first_caption":2695,"second_caption":2706},"a297969b-2564-40a6-821e-94095d02b5d7",{"id":2690,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":2691,"copyright":19,"fieldtype":79,"meta_data":2692,"is_external_url":81},144281593998849,"https://a.storyblok.com/f/287396602024003/1166x1404/7a1c5afc6e/tm06-10.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":2694},{},{"type":35,"content":2696},[2697],{"type":38,"attrs":2698,"content":2699},{"textAlign":40},[2700],{"text":2701,"type":44,"marks":2702},"Family on the Road",[2703],{"type":24,"attrs":2704},{"href":2705,"uuid":40,"anchor":40,"target":55,"linktype":21},"https://dorothealange.museumca.org/image/family-on-the-road-2/A67.137.38245.1/",{"type":35,"content":2707},[2708],{"type":38,"attrs":2709,"content":2710},{"textAlign":40},[2711],{"text":2686,"type":44,"marks":2712},[2713],{"type":47,"attrs":2714},{"color":2715},"#4D4D4D",{"_uid":2717,"size":189,"component":190},"f33d829a-7311-4152-a421-d15d591ab98e",{"_uid":2719,"text":2720,"component":38},"9fdcf39f-c415-4785-8397-2d170d199355",{"type":35,"content":2721},[2722],{"type":38,"attrs":2723,"content":2724},{"textAlign":40},[2725],{"text":2726,"type":44},"During World War II, jeans were put on a global stage. The Navy's uniforms included denim shirts, blue hats, and dungarees. Off duty, G.I.s wore blue jeans, and locals took notice. The blue then became an international symbol of the red, white, and blue. Most notably Rosie the Riveter, first seen in a painting done by Norman Rockwell for The Saturday Evening Post, became a representation of the American every woman who was there to do her part for the war effort. It was calculated that during the period of the war nearly 6 million women went to work, the majority of them wearing denim.",{"_uid":2728,"media":2729,"layout":690,"carousel":81,"alignment":151,"component":238,"carousel_interval":239,"show_index_indicator":81},"8f47d1bd-a70e-43f7-aaca-ecfdc168c1cd",[2730,2756],{"_uid":2731,"image":2732,"video":2736,"component":230,"first_caption":2738,"second_caption":2749},"052b88cc-61ce-452c-a920-581cb2ad4cf7",{"id":2733,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":2734,"copyright":19,"fieldtype":79,"meta_data":2735,"is_external_url":81},144292725321619,"https://a.storyblok.com/f/287396602024003/584x701/da6d537a4d/tm06-11.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":2737},{},{"type":35,"content":2739},[2740],{"type":38,"attrs":2741,"content":2742},{"textAlign":40},[2743],{"text":2744,"type":44,"marks":2745},"Chippers",[2746],{"type":24,"attrs":2747},{"href":2748,"uuid":40,"anchor":40,"target":55,"linktype":21},"https://www.nationalww2museum.org/war/articles/gender-home-front",{"type":35,"content":2750},[2751],{"type":38,"attrs":2752,"content":2753},{"textAlign":40},[2754],{"text":2755,"type":44},"© National Archives",{"_uid":2757,"image":2758,"video":2762,"component":230,"first_caption":2764,"second_caption":2775},"aab61a33-3552-40ac-bce6-e282a6bf02f9",{"id":2759,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":2760,"copyright":19,"fieldtype":79,"meta_data":2761,"is_external_url":81},144281593970172,"https://a.storyblok.com/f/287396602024003/1166x1408/bec157c1a1/tm06-12.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":2763},{},{"type":35,"content":2765},[2766],{"type":38,"attrs":2767,"content":2768},{"textAlign":40},[2769],{"text":2770,"type":44,"marks":2771},"Rosie the Riveter",[2772],{"type":24,"attrs":2773},{"href":2774,"uuid":40,"anchor":40,"target":55,"linktype":21},"https://www.archives.gov/research/still-pictures/highlights/we-can-do-it",{"type":35,"content":2776},[2777],{"type":38,"attrs":2778,"content":2779},{"textAlign":40},[2780],{"text":2755,"type":44},{"_uid":2782,"size":189,"component":190},"11e3a27c-35a2-4742-8a75-365a02a680f6",{"_uid":2784,"text":2785,"component":38},"f0ffb025-9761-4dec-862d-04e5efc202da",{"type":35,"content":2786},[2787],{"type":38,"attrs":2788,"content":2789},{"textAlign":40},[2790,2792,2793,2794],{"text":2791,"type":44},"After World War II, some veterans continued wearing denim, but others struggled to return to quiet suburban life. This unease gave rise to a new subculture of motorcycle riders and gangs. Denim shifted away from the mainstream, becoming associated with rebellion. It promoted a new American archetype: the anti-hero, the outlaw. The new identity of denim was reinforced in the 1950s through Hollywood, including a classic representation by Marlon Brando in The Wild One. When asked in the movie what he was rebelling against, Brando's character responds with, \"Whaddaya got?\" This singular mentality signaled the shift for popular culture — and therefore youth culture.",{"type":211},{"type":211},{"text":2795,"type":44},"The postwar economic boom created a new middle class with disposable income. For the first time, teenagers had money to spend. Jeans — now linked to rebellion and cool — became essential to American youth. Teens rejected their parents' wardrobes, using denim as a form of self-expression and defiance. Schools banned jeans from dress codes, and many parents feared that wearing them would lead their children astray. This moral panic caused American denim companies' sales to slump. In response, denim companies banded together to form the Denim Council, producing PSAs and print ads showcasing the \"right way\" to wear blue jeans — upholding a wholesome image built around play, sport, leisure, and exploration.",{"_uid":2797,"media":2798,"layout":690,"carousel":81,"alignment":151,"component":238,"carousel_interval":239,"show_index_indicator":81},"f351c2db-2c31-482e-b4f3-49354bc2673b",[2799,2819],{"_uid":2800,"image":2801,"video":2805,"component":230,"first_caption":2807,"second_caption":2818},"f1418c43-88c4-4384-b14e-fc4a0672d726",{"id":2802,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":2803,"copyright":19,"fieldtype":79,"meta_data":2804,"is_external_url":81},144293495599018,"https://a.storyblok.com/f/287396602024003/584x701/64e79bf2c9/tm06-13.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":2806},{},{"type":35,"content":2808},[2809],{"type":38,"attrs":2810,"content":2811},{"textAlign":40},[2812],{"text":2813,"type":44,"marks":2814},"Levi’s Advertisement",[2815],{"type":24,"attrs":2816},{"href":2817,"uuid":40,"anchor":40,"target":55,"linktype":21},"https://www.thirteen.org/blog-post/jeans-history-in-america-documentary/","© Levi Strauss & Co.",{"_uid":2820,"image":2821,"video":2825,"component":230,"first_caption":2827,"second_caption":2838},"9cd603b7-3ace-43b7-8e26-bbca1157115e",{"id":2822,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":2823,"copyright":19,"fieldtype":79,"meta_data":2824,"is_external_url":81},144293495513001,"https://a.storyblok.com/f/287396602024003/583x704/2aa6fe7e36/tm06-14.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":2826},{},{"type":35,"content":2828},[2829],{"type":38,"attrs":2830,"content":2831},{"textAlign":40},[2832],{"text":2833,"type":44,"marks":2834},"The Wild One",[2835],{"type":24,"attrs":2836},{"href":2837,"uuid":40,"anchor":40,"target":55,"linktype":21},"https://www.britannica.com/topic/The-Wild-One","© Columbia Pictures Corporation",{"_uid":2840,"size":189,"component":190},"314265c9-109d-4f14-95dd-f239b0999344",{"_uid":2842,"text":2843,"component":38},"488e72e9-38bf-4abc-825d-2df7af293040",{"type":35,"content":2844},[2845],{"type":38,"attrs":2846,"content":2847},{"textAlign":40},[2848,2850,2851,2852],{"text":2849,"type":44},"At the beginning of the 1960s, denim's image shifted through initiatives like the Peace Corps. It also became a staple in social justice and civil rights movements. Younger Black men wore coveralls and traditional denim workwear to connect with the poor working class and sharecroppers. Individuals who struggled to secure their right to vote. This was a deliberate choice to identify with their community rather than with the upper-middle-class white American culture that Dr. King and other older generation activists had chosen to wear.",{"type":211},{"type":211},{"text":2853,"type":44},"Denim directly connected the civil rights movement to the counterculture movement of the 1960s through the aesthetic of youth rebellion. For hippies, clothing was a form of self-expression and political activism. They emphasized creativity by embellishing jeans — writing on them, patching them, adding fringe, and embroidering. Rock stars and musicians adopted this style, adding another layer of cool to a new way of wearing American denim, which became the uniform of a generation. By the 1970s, brands embraced the very rebellion they had sought to distance themselves from in the 1950s. 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They co-opted and commoditized the authentic nature of counterculture style, turning jeans into high-value items that designers could position in higher-end retail spaces. Silhouettes shifted into a higher rise and tighter fit for both men and women alike. This introduced glamour to American denim for the first time. Enter the era of designer jeans and ultra-sexiness. The prime example was Brooke Shields in the iconic Calvin Klein ad, chipping away at the traditional fashion hierarchy. Jeans became acceptable to wear at any time for any occasion, opening up the democratization of fashion and its relationship with denim.",{"_uid":2923,"media":2924,"layout":237,"carousel":81,"alignment":151,"component":238,"carousel_interval":239,"show_index_indicator":81},"31e7a27a-3b2f-452c-bd4f-f66deb4a3e41",[2925],{"_uid":2926,"image":2927,"video":2931,"component":230,"first_caption":2933,"second_caption":2944},"6ef63edb-3d3f-4996-b493-c325bf0781f2",{"id":2928,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":2929,"copyright":19,"fieldtype":79,"meta_data":2930,"is_external_url":81},144281593953782,"https://a.storyblok.com/f/287396602024003/2358x1404/17c8c50abe/tm06-17.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":2932},{},{"type":35,"content":2934},[2935],{"type":38,"attrs":2936,"content":2937},{"textAlign":40},[2938],{"text":2939,"type":44,"marks":2940},"Kralingen Music Festival",[2941],{"type":24,"attrs":2942},{"href":2943,"uuid":40,"anchor":40,"target":55,"linktype":21},"https://www.levistrauss.com/2020/06/23/levis-50th-holland-pop-festival/",{"type":35,"content":2945},[2946],{"type":38,"attrs":2947,"content":2948},{"textAlign":40},[2949],{"text":2818,"type":44,"marks":2950},[2951],{"type":47,"attrs":2952},{"color":209},{"_uid":2954,"size":189,"component":190},"8d8696a1-c503-42af-94c8-187174004ae7",{"_uid":2956,"text":2957,"component":38},"87ac3074-450b-4bcd-9fbf-eb9ab955a632",{"type":35,"content":2958},[2959],{"type":38,"attrs":2960,"content":2961},{"textAlign":40},[2962,2964,2965,2966],{"text":2963,"type":44},"By the 1980s, with the emergence of hip hop in areas like the Bronx, denim jeans naturally became the uniform of that subculture. At the time, for many African Americans, a pair of designer jeans carried significant value, serving as a status symbol. Innovators in the hip hop space linked denim to the language developed during that era with words like fresh, dope, and fly. This transformation was also visible in the early days of MTV, where denim was worn in ways never before seen in the American mainstream.",{"type":211},{"type":211},{"text":2967,"type":44},"In the 1990s, American designers like Ralph Lauren and Tommy Hilfiger created a new all-American aesthetic that went beyond traditional blue jeans. These brands represented status and aspiration, built on imagery of sailing, yachting, and country clubs — spaces from which Black communities had been historically excluded. However, hip hop artists and their audiences reclaimed these brands, giving them entirely new cultural meaning. 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Winter, Getty Images",{"_uid":3103,"size":189,"component":190},"89e959a6-98d4-4d17-8022-d8ed807fab9a",{"_uid":3105,"text":3106,"component":38},"97d2a7ac-1115-4aec-b02e-33629f65b962",{"type":35,"content":3107},[3108,3113,3127],{"type":38,"attrs":3109,"content":3110},{"textAlign":40},[3111],{"text":3112,"type":44},"Between 2010 and the 2020s, denim underwent several major shifts. The decade opened with skinny jeans dominating the market — fueled by advances in stretch denim technology, including the rise of ",{"type":269,"attrs":3114},{"id":3115,"body":3116},"fe00c69c-3398-429c-a807-8c4568738eec",[3117],{"_uid":3118,"content":3119,"component":310,"anchor_text":3126},"614701c1-ecd2-47a4-916b-e377689a471e",{"type":35,"content":3120},[3121],{"type":38,"attrs":3122,"content":3123},{"textAlign":40},[3124],{"text":3125,"type":44},"\"Stretchy jeans were a fashion mistake! Jeans should be comfortable but a good pair of raw denim will ease and relax with wear. The idea of putting any kind of nylon into the fabric to stretch it grosses me out.\" — Anna","\"jeggings.\"",{"type":38,"attrs":3128,"content":3129},{"textAlign":40},[3130,3132,3133,3134],{"text":3131,"type":44}," Popular across genders, these styles often featured distressed, ripped, or embellished details. Around 2018, trends shifted away from skin-tight, low-rise fits toward higher waists. The \"mom jean\" — a high-waisted, straight-legged style — began replacing the skinny jean. By 2019 and into the 2020s, fashion saw a resurgence of 90s-inspired looks: relaxed, straight-leg, and wide-leg jeans. This shift was driven by Gen Z's preference for comfort, a rejection of the \"skinny\" silhouette, and growing appreciation for sustainable, durable vintage fashion.",{"type":211},{"type":211},{"text":3135,"type":44},"As we look beyond the 2020s, denim continues to evolve — both reflecting and responding to contemporary values. The garment that began as workwear for enslaved laborers and frontier workers has repeatedly reinvented itself: from symbol of Depression-era solidarity to postwar rebellion, from countercultural uniform to designer luxury, from hip-hop status symbol to sustainable fashion statement. Today's denim industry faces new challenges — balancing nostalgia with innovation, addressing environmental impact while meeting global demand, and honoring the diverse, often marginalized communities whose labor and creativity shaped its story.",{"_uid":3137,"media":3138,"layout":690,"carousel":81,"alignment":151,"component":238,"carousel_interval":239,"show_index_indicator":81},"1cb0ce75-9b2d-48cf-b902-79ecb713a549",[3139,3165],{"_uid":3140,"image":3141,"video":3145,"component":230,"first_caption":3147,"second_caption":3158},"71168d0e-4b29-4eda-965c-28851fccb463",{"id":3142,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":3143,"copyright":19,"fieldtype":79,"meta_data":3144,"is_external_url":81},144294481027015,"https://a.storyblok.com/f/287396602024003/584x701/1b797533da/tm06-24.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":3146},{},{"type":35,"content":3148},[3149],{"type":38,"attrs":3150,"content":3151},{"textAlign":40},[3152],{"text":3153,"type":44,"marks":3154},"Paris Hilton",[3155],{"type":24,"attrs":3156},{"href":3157,"uuid":40,"anchor":40,"target":55,"linktype":21},"https://www.vogue.com/slideshow/whos-afraid-of-the-skinny-jean-revival",{"type":35,"content":3159},[3160],{"type":38,"attrs":3161,"content":3162},{"textAlign":40},[3163],{"text":3164,"type":44},"© Jun Sato, Getty Images",{"_uid":3166,"image":3167,"video":3171,"component":230,"first_caption":3173,"second_caption":3183},"031af9dd-0c14-49f4-a8ea-e2174347a5a6",{"id":3168,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":3169,"copyright":19,"fieldtype":79,"meta_data":3170,"is_external_url":81},144294481096653,"https://a.storyblok.com/f/287396602024003/583x704/4b6a506848/tm06-25.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":3172},{},{"type":35,"content":3174},[3175],{"type":38,"attrs":3176,"content":3177},{"textAlign":40},[3178],{"text":3179,"type":44,"marks":3180},"Rihanna",[3181],{"type":24,"attrs":3182},{"href":3157,"uuid":40,"anchor":40,"target":55,"linktype":21},"© Demis Maryannakis, Star Max",{"_uid":3185,"size":189,"component":190},"72b1eaff-5f4d-42d4-9a19-e3acc3a10366",{"_uid":3187,"text":3188,"component":38},"b0806592-db1e-49c5-85a7-bf9642b1cd3d",{"type":35,"content":3189},[3190,3199,3213],{"type":38,"attrs":3191,"content":3192},{"textAlign":40},[3193,3195,3196,3197],{"text":3194,"type":44},"Today, the way we make jeans tells its own story. Fast fashion has turned what was once built to last into something disposable — stretchy synthetic blends that wear out quickly and pile up in landfills. The environmental cost is staggering: industrial indigo dyeing pollutes waterways, and the global supply chain often relies on exploitative labor conditions that echo the very systems that built the garment in the first place.",{"type":211},{"type":211},{"text":3198,"type":44},"But a counter-movement is gaining ground. ",{"type":269,"attrs":3200},{"id":3201,"body":3202},"55e1ac11-0593-4e7e-a108-fa5a98982b92",[3203],{"_uid":3204,"content":3205,"component":310,"anchor_text":3212},"2fc3fd06-66c4-4ef6-9efc-b3404f5e2254",{"type":35,"content":3206},[3207],{"type":38,"attrs":3208,"content":3209},{"textAlign":40},[3210],{"text":3211,"type":44},"\"I almost always purchase jeans secondhand. My advice is that consignment shops are good, thrift stores are better, and vintage stores are best.\" — Anna","Vintage and secondhand denim",{"type":38,"attrs":3214,"content":3215},{"textAlign":40},[3216,3218,3219,3220],{"text":3217,"type":44}," has become more than a trend — it's a rejection of disposability and a return to quality. Raw denim enthusiasts seek out jeans made the old way: sturdy 100% cotton, designed to break in rather than break down. Small brands are reviving natural indigo dyeing and transparent manufacturing. People are learning to repair their jeans instead of replacing them, turning wear and tear into something worth preserving.",{"type":211},{"type":211},{"text":3221,"type":44},"Perhaps this is the next chapter in the jean's evolution — not just reinventing how we wear them, but reconsidering how we make them and what they cost. Environmentally, socially, and personally. The history of American denim encompasses slavery, fashion, consumerism, and the invention of cool. But its reach extends far beyond that origin story. The blue jean endures not despite its contradictions but because of them — a uniquely American garment that somehow belongs to everyone, forever worn in, forever being remade.",{"_uid":3223,"media":3224,"layout":237,"carousel":81,"alignment":151,"component":238,"carousel_interval":239,"show_index_indicator":81},"3d4e515f-cc63-4a3d-83f5-11eaccd5cf9a",[3225],{"_uid":3226,"image":3227,"video":3231,"component":230,"first_caption":19,"second_caption":19},"8080449c-fa0f-4a7a-b9d6-95a460287e9a",{"id":3228,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":3229,"copyright":19,"fieldtype":79,"meta_data":3230,"is_external_url":81},144281594244616,"https://a.storyblok.com/f/287396602024003/1179x702/dc90d3dfdc/tm06-26.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":3232},{},"devils-in-the-dye","articles/devils-in-the-dye",-50,[],"e1753687-060b-4d8b-84fb-17932bf341b7","2026-02-12T18:32:41.764Z",[],{"name":3241,"created_at":3242,"published_at":3243,"updated_at":3244,"id":3245,"uuid":3246,"content":3247,"slug":4148,"full_slug":4149,"sort_by_date":40,"position":4150,"tag_list":4151,"is_startpage":81,"parent_id":1357,"meta_data":40,"group_id":4152,"first_published_at":4153,"release_id":40,"lang":95,"path":40,"alternates":4154,"default_full_slug":40,"translated_slugs":40},"Death to Stock","2026-01-23T05:57:12.856Z","2026-03-09T18:46:27.809Z","2026-03-09T18:46:27.835Z",137044921810878,"e91d6e92-eb63-4e9c-a4c1-8b4692b0654c",{"_uid":3248,"head":3249,"authors":3257,"category":3274,"subjects":3275,"component":178,"published_at":3301,"article_color":3302,"article_number":3303,"article_components":3304},"dfbdeb16-68e9-4350-b5d0-ed0321dfe9ca",[3250],{"_uid":3251,"image":3252,"title":3254,"favicon":3255,"component":87,"description":3254},"bf603f7c-d510-4dad-86a9-208fec560b95",{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":3253},{},"From Death to Stock to Death to Stress",{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":3256},{},[3258],{"name":116,"created_at":117,"published_at":118,"updated_at":119,"id":120,"uuid":121,"content":3259,"slug":144,"full_slug":145,"sort_by_date":40,"position":146,"tag_list":3272,"is_startpage":81,"parent_id":148,"meta_data":40,"group_id":149,"first_published_at":118,"release_id":40,"lang":95,"path":40,"alternates":3273,"default_full_slug":40,"translated_slugs":40,"_stopResolving":151},{"bio":3260,"_uid":140,"component":141,"last_name":142,"first_name":143,"organization":50},{"type":35,"content":3261},[3262],{"type":38,"attrs":3263,"content":3264},{"textAlign":40},[3265,3266,3271],{"text":129,"type":44},{"text":131,"type":44,"marks":3267},[3268,3270],{"type":47,"attrs":3269},{"color":135},{"type":137},{"text":139,"type":44},[],[],"Practice",[3276],{"name":3277,"created_at":3278,"published_at":3279,"updated_at":3280,"id":3281,"uuid":3282,"content":3283,"slug":3295,"full_slug":3296,"sort_by_date":40,"position":3297,"tag_list":3298,"is_startpage":81,"parent_id":148,"meta_data":40,"group_id":3299,"first_published_at":3279,"release_id":40,"lang":95,"path":40,"alternates":3300,"default_full_slug":40,"translated_slugs":40,"_stopResolving":151},"David Sherry","2026-01-23T05:50:44.259Z","2026-01-23T05:55:14.441Z","2026-01-23T05:55:14.453Z",137043330121515,"af00b4bb-604a-4c5b-93a4-383fcb833337",{"bio":3284,"_uid":3291,"component":141,"last_name":3292,"first_name":3293,"organization":3294},{"type":35,"content":3285},[3286],{"type":38,"attrs":3287,"content":3288},{"textAlign":40},[3289],{"text":3290,"type":44},"David is a business coach at With Good Company. He was the founder of Death to Stock, sold it, and chose a next chapter focused on building well, not just building bigger.","d57f18c5-dab6-4692-a647-35b15910b2ec","Sherry","David","With Good Company","david-sherry","persons/david-sherry",-90,[],"fddb9ea7-4580-4659-a27b-32edd4748e3a",[],"2026-01-23 00:00","#FF846C","4",[3305,3307,3309,3322,3342,3356,3416,3427,3439,3471,3475,3484,3515,3528,3548,3560,3573,3577,3594,3624,3636,3676,3697,3709,3727,3731,3748,3760,3777,3788,3817,3829,3858,3870,3908,3920,3945,3964,3976,4034,4063,4075,4104,4116,4146],{"_uid":3306,"title":3254,"component":185,"title_highlight":3241},"118f9455-c48c-4a7e-a23e-554ca8335111",{"_uid":3308,"size":189,"component":190},"401ed087-f2db-442a-824d-dfab19516309",{"_uid":3310,"text":3311,"component":218},"8a1cd741-9e12-40d1-a008-cedc2a18d924",{"type":35,"content":3312},[3313],{"type":38,"attrs":3314,"content":3315},{"textAlign":40},[3316,3318,3319,3320],{"text":3317,"type":44},"I have watched David Sherry live two lives. The first as the founder of Death to Stock, which began as a small experiment and grew into a global creative platform for designers and creators everywhere. The second began when the ambitious pace that many of us know caught up with him, leading him to reevaluate his identity and redesign his life.",{"type":211},{"type":211},{"text":3321,"type":44},"Today, he works with founders and leaders to navigate transitions of their own, from times of intense growth to moments when old motivations no longer work. In this written conversation, David shares his thoughts on identity, energy, and the questions we all have to consider for designing a creative life — how we define success, where we place our attention, and what it means to build something without losing ourselves in the process.",{"_uid":3323,"media":3324,"layout":690,"carousel":81,"alignment":151,"component":238,"carousel_interval":239},"34eba3f6-80b3-4e6e-b589-0f4206dffe30",[3325,3334],{"_uid":3326,"image":3327,"video":3331,"component":230,"first_caption":3333,"second_caption":19},"076001d7-f760-4016-ac09-405e042ac5c6",{"id":3328,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":3329,"copyright":19,"fieldtype":79,"meta_data":3330,"is_external_url":81},137054623863934,"https://a.storyblok.com/f/287396602024003/1168x804/daf3b39cd2/tm04-image-01.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":3332},{},"IRL Escapism",{"_uid":3335,"image":3336,"video":3340,"component":230,"first_caption":3277,"second_caption":19},"c0ba0a6b-0c04-4dea-8698-73ef270f5e82",{"id":3337,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":3338,"copyright":19,"fieldtype":79,"meta_data":3339,"is_external_url":81},140737910917109,"https://a.storyblok.com/f/287396602024003/1166x1404/112c501027/tm04-image-02-v2.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":3341},{},{"_uid":3343,"text":3344,"initials":252,"component":253},"b35cd77c-08cd-4091-bd59-db301b024c25",{"type":35,"content":3345},[3346],{"type":38,"attrs":3347,"content":3348},{"textAlign":40},[3349],{"text":3350,"type":44,"marks":3351},"Can you tell us a bit about the experience and process of founding Death to Stock?",[3352,3354],{"type":47,"attrs":3353},{"color":19},{"type":3355},"bold",{"_uid":3357,"text":3358,"initials":3415,"component":339,"additional_answer":81},"8a65da3c-7f7d-4e44-ab22-665a8502f1c2",{"type":35,"content":3359},[3360,3365,3398],{"type":38,"attrs":3361,"content":3362},{"textAlign":40},[3363],{"text":3364,"type":44},"I was trying all types of different projects. Before ",{"type":269,"attrs":3366},{"id":3367,"body":3368},"d1fa7994-a54c-4ad9-b89a-3247326b85df",[3369],{"_uid":3370,"content":3371,"component":310,"anchor_text":3397},"i-97abf87a-d101-4a1c-b158-6fca96379aa8",{"type":35,"content":3372},[3373,3385],{"type":269,"attrs":3374},{"id":3375,"body":3376},"53d38ef8-9599-4f3c-b08d-e8722ea8f5ca",[3377],{"_uid":3378,"image":3379,"video":3383,"component":230,"first_caption":19,"second_caption":19},"i-a41ee2e1-7684-44b9-9490-b9a0475b7e7a",{"id":3380,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":3381,"copyright":19,"fieldtype":79,"meta_data":3382,"is_external_url":81},138611910262205,"https://a.storyblok.com/f/287396602024003/1179x702/4ea8c9ab6a/tm04-annotation-01.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":3384},{},{"type":38,"attrs":3386,"content":3387},{"textAlign":40},[3388,3390,3395],{"text":3389,"type":44},"All article images are from ",{"text":3241,"type":44,"marks":3391},[3392],{"type":24,"attrs":3393},{"href":3394,"uuid":40,"anchor":40,"target":55,"linktype":21},"https://www.deathtothestockphoto.com/",{"text":3396,"type":44}," or David Sherry.","Death to Stock (DTS)",{"type":38,"attrs":3399,"content":3400},{"textAlign":40},[3401,3403,3404,3405,3407,3408,3409,3411,3412,3413],{"text":3402,"type":44},", I had failed at a few business ideas through college.",{"type":211},{"type":211},{"text":3406,"type":44},"Just after school, I was flexing my creative muscle and trying weird experiments that were more like art projects. I wanted to help brands create better visuals for an internet (circa 2012) that was shifting towards social photo feeds like Instagram. It started as a newsletter where Allie, my co-founder, and I would share photos we took and send them out for free for people to use in their projects.",{"type":211},{"type":211},{"text":3410,"type":44},"Looking back on the business through a different lens (pun intended), I think DTS was built on solid core values like having an abundance mindset (the photos were freely shared) and wanting to promote individual artists (eventually we would hire and feature others to create the photos). The newsletter grew pretty large, eventually to 500k+ subscribers, and people always ask how that happened. I think it came from consistent generosity, doing things that didn’t scale, and being creative about how we built our community.",{"type":211},{"type":211},{"text":3414,"type":44},"The joy of building DTS was in the creative experimentation that led to the organic growth of the community. The model itself paired brands and creators who were hungry for beautiful visuals with artists who wanted to do their best work. It was elegant in that brands would pay us, we would pay artists, artists would create unique new work, and those visuals inspired new work from the brands. It formed a virtuous creative loop.","DS",{"_uid":3417,"media":3418,"layout":237,"carousel":81,"alignment":151,"component":238,"carousel_interval":239},"13e1f3f8-02b5-4a2a-b3ef-83c08eb3e22e",[3419],{"_uid":3420,"image":3421,"video":3425,"component":230,"first_caption":19,"second_caption":19},"b2fbd45d-b377-4fed-824a-cfaa18537628",{"id":3422,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":3423,"copyright":19,"fieldtype":79,"meta_data":3424,"is_external_url":81},137054623884422,"https://a.storyblok.com/f/287396602024003/2358x1404/6bdc9a02fd/tm04-image-03.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":3426},{},{"_uid":3428,"text":3429,"initials":252,"component":253},"e76d248a-bdff-4d6b-a47e-76b0da6eb56d",{"type":35,"content":3430},[3431],{"type":38,"attrs":3432,"content":3433},{"textAlign":40},[3434],{"text":3435,"type":44,"marks":3436},"When you look back at the Death to Stock years, what kind of ambition were you running on or towards?",[3437],{"type":47,"attrs":3438},{"color":19},{"_uid":3440,"text":3441,"initials":3415,"component":339,"additional_answer":81},"a539cb6e-3a3b-4488-ae1b-80628b7f5b55",{"type":35,"content":3442},[3443,3452,3466],{"type":38,"attrs":3444,"content":3445},{"textAlign":40},[3446,3448,3449,3450],{"text":3447,"type":44},"This is such a good question because the thing that creates companies is the ambition inside the entrepreneur that drives them forward. And a lot of that ambition comes from pain and struggle.",{"type":211},{"type":211},{"text":3451,"type":44},"I started the company with a strong ambition to be an entrepreneur and a founder. I remember fully committing to this path of working for myself. I even got a  ",{"type":269,"attrs":3453},{"id":3454,"body":3455},"65738504-9981-4018-a1ca-d9a78758a33b",[3456],{"_uid":3457,"content":3458,"component":310,"anchor_text":3465},"i-8c0448be-6ce4-4e16-86cb-c784a5bddc9b",{"type":35,"content":3459},[3460],{"type":38,"attrs":3461,"content":3462},{"textAlign":40},[3463],{"text":3464,"type":44},"The myth of Icarus serves as a warning about hubris and unchecked ambition. His flight represents human aspiration, while the melting wax reveals the fragility of that ambition when limits are ignored. By defying his father’s warning, Icarus shows how desire without restraint can lead to self-destruction.","tattoo related to the Icarus story",{"type":38,"attrs":3467,"content":3468},{"textAlign":40},[3469],{"text":3470,"type":44}," to commemorate the decision. It was a line in the sand that I drew for myself (and literally on myself, on my left arm). Since that decision in 2013, I’ve worked for myself and myself only.",{"_uid":3472,"name":19,"role":19,"text":3473,"align":986,"component":987,"text_highlight":3474},"6ed22bd4-2dc3-4b63-8dda-882a8f54af77","Since that decision in 2013, I’ve worked for myself and myself only.","Worked for myself and myself only",{"_uid":3476,"text":3477,"initials":19,"component":339,"additional_answer":151,"left_margin_override":151},"2b9dd6e9-56be-403f-be40-fe112e3c2efb",{"type":35,"content":3478},[3479],{"type":38,"attrs":3480,"content":3481},{"textAlign":40},[3482],{"text":3483,"type":44},"Now, some of the drive I had was culturally influenced. Startups were becoming popular. I realized after running my own business that founding a company can be just like following the corporate ladder. It's just a different pathway culturally laid out for you with its own set of rules. It's kind of funny to think you’re being rebellious and different, only to realize it’s a path with its own cultural norms to conform to.",{"_uid":3485,"text":3486,"initials":252,"component":253},"78624693-c0fa-4d0e-aad8-8dcf00f66796",{"type":35,"content":3487},[3488,3507],{"type":38,"attrs":3489,"content":3490},{"textAlign":40},[3491,3496,3501,3505],{"text":3492,"type":44,"marks":3493},"This reminds me of that ",[3494],{"type":47,"attrs":3495},{"color":19},{"text":3497,"type":44,"marks":3498},"quote from ",[3499],{"type":47,"attrs":3500},{"color":135},{"text":316,"type":44,"marks":3502},[3503],{"type":47,"attrs":3504},{"color":19},{"text":3506,"type":44},"James Baldwin  ",{"type":38,"attrs":3508,"content":3509},{"textAlign":40},[3510],{"text":3511,"type":44,"marks":3512},"about how we think our choices and experiences are unique but we’re living within similar patterns — and some of those can feel like a trap.",[3513],{"type":47,"attrs":3514},{"color":19},{"_uid":3516,"text":3517,"initials":3415,"component":339,"additional_answer":81},"14cd450b-5467-4855-a29a-f55d7f24afa3",{"type":35,"content":3518},[3519],{"type":38,"attrs":3520,"content":3521},{"textAlign":40},[3522,3524,3525,3526],{"text":3523,"type":44},"Happily, I bootstrapped the business, so I never took any venture or angel funding. That gave me a lot more control over my decisions. I see founders all the time who feel trapped or in a pressure cooker because of the funding they’ve taken. The benefit of venture capital is that you’re signing up for a structure designed to produce a specific type of outcome. The downside is that the incentives of those who fund you can push you into decisions that might be at odds with what you actually want. A lot of my work now is supporting founders through their first-time journey of growing a company, and essentially being a partner at the table with them as they navigate those challenging moments and decisions.",{"type":211},{"type":211},{"text":3527,"type":44},"My transition away from Death to Stock came from awareness of that ambition changing. When you pay attention to what’s driving you, and get more conscious about it, you can get a pretty good idea of where your next opportunity to grow and expand is. I was able to go my own way because I had full freedom and autonomy. I was able to listen to what I was wanting and where my growth was. That pathway took me away from Death to Stock and was, of course, influenced by my own unique set of experiences.",{"_uid":3529,"media":3530,"layout":690,"carousel":81,"alignment":151,"component":238,"carousel_interval":239},"072cc201-afa8-4444-bade-f5f4458f9e12",[3531,3540],{"_uid":3532,"image":3533,"video":3537,"component":230,"first_caption":3539,"second_caption":19},"0a33b5e4-ef4b-45d7-bde1-10ae12ea5af3",{"id":3534,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":3535,"copyright":19,"fieldtype":79,"meta_data":3536,"is_external_url":81},137054623876226,"https://a.storyblok.com/f/287396602024003/1168x1168/8f4cff5e66/tm04-image-04.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":3538},{},"Raw Element",{"_uid":3541,"image":3542,"video":3546,"component":230,"first_caption":3539,"second_caption":19},"acbc2f02-676e-448f-b622-f5bfcc525250",{"id":3543,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":3544,"copyright":19,"fieldtype":79,"meta_data":3545,"is_external_url":81},137054623872129,"https://a.storyblok.com/f/287396602024003/1166x1404/5d91c5d32d/tm04-image-05.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":3547},{},{"_uid":3549,"text":3550,"initials":252,"component":253},"dbe96c88-0273-42f2-a149-84cc8c7947b2",{"type":35,"content":3551},[3552],{"type":38,"attrs":3553,"content":3554},{"textAlign":40},[3555],{"text":3556,"type":44,"marks":3557},"If I recall correctly, part of that transition was fueled by a bad case of shingles?",[3558],{"type":47,"attrs":3559},{"color":19},{"_uid":3561,"text":3562,"initials":3415,"component":339,"additional_answer":81},"3a4fa390-5d17-4a1e-a036-7294415231ed",{"type":35,"content":3563},[3564],{"type":38,"attrs":3565,"content":3566},{"textAlign":40},[3567,3569,3570,3571],{"text":3568,"type":44},"I wrote a blog post about a decade ago called \"The Smack from the Universe.\" The basic idea is that if we don't listen or pay attention to the signals presented to us — the ones that show up to teach us something — those signs will get louder and louder until we finally pay attention.",{"type":211},{"type":211},{"text":3572,"type":44},"Getting shingles was a wake-up call because I don't think I truly understood the level of stress that I had been operating under. I mean, every entrepreneur understands the feeling of waking up in the middle of the night in a cold sweat. And in this day and age, there are so many ways to avoid feeling what you're truly feeling.",{"_uid":3574,"name":19,"role":19,"text":3575,"align":986,"component":987,"text_highlight":3576},"b5ecd46a-30a6-401e-95cc-5565bcb01251","And in this day and age, there are so many ways to avoid feeling what you're truly feeling.","avoid feeling what you're truly feeling",{"_uid":3578,"text":3579,"initials":316,"component":339,"additional_answer":151},"a87faa37-1272-4653-be97-687a29452c4a",{"type":35,"content":3580},[3581],{"type":38,"attrs":3582,"content":3583},{"textAlign":40},[3584,3586,3587,3588,3590,3591,3592],{"text":3585,"type":44},"Something rarely talked about is the stress, pressure, coping, or even illness going on behind the scenes with founders that people don't know about. In my case, things looked like they were working, but internally I was running on fumes. My smack was getting shingles at 26. My understanding is that shingles only happens when your immune system is completely down, something far more likely to happen to someone in their 80s.",{"type":211},{"type":211},{"text":3589,"type":44},"I wasn't paying any attention to my internal operating system. I was so focused on the outside — how I was seen by others or whether I was reaching my external goals — that I avoided truly being aware of what was happening on the inside.",{"type":211},{"type":211},{"text":3593,"type":44},"Lucky for me, this painful experience where I couldn't work for a month put me in timeout. It kicked off many different shifts in my life, some of which may have already been brewing, and it ultimately led me to grow and expand as a person and an entrepreneur. That growth led me to shift away from understanding myself as an intellectual, a mind and a labeled identity, to being a whole person with a body and emotions.",{"_uid":3595,"media":3596,"layout":237,"carousel":151,"alignment":151,"component":238,"carousel_interval":239,"show_index_indicator":151},"76232fc1-e502-4610-a4af-5066e2d4b3a8",[3597,3606,3615],{"_uid":3598,"image":3599,"video":3603,"component":230,"first_caption":3605,"second_caption":19},"e3e6c804-0a3f-4d8b-bd5b-c239edb4e057",{"id":3600,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":3601,"copyright":19,"fieldtype":79,"meta_data":3602,"is_external_url":81},137054623884424,"https://a.storyblok.com/f/287396602024003/2358x1404/a9ee2ab652/tm04-image-06.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":3604},{},"The Farm",{"_uid":3607,"image":3608,"video":3612,"component":230,"first_caption":3614,"second_caption":19},"e9397057-b39d-48dd-847f-4bb08904f6de",{"id":3609,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":3610,"copyright":19,"fieldtype":79,"meta_data":3611,"is_external_url":81},137054623872128,"https://a.storyblok.com/f/287396602024003/2358x1404/c8cfd6284f/tm04-image-07.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":3613},{},"By Water",{"_uid":3616,"image":3617,"video":3621,"component":230,"first_caption":3623,"second_caption":19},"8a8c6156-d0f3-4811-ae69-bb65923da5f5",{"id":3618,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":3619,"copyright":19,"fieldtype":79,"meta_data":3620,"is_external_url":81},137054623872127,"https://a.storyblok.com/f/287396602024003/2358x1404/f7a44d3527/tm04-image-08.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":3622},{},"Another Planet",{"_uid":3625,"text":3626,"initials":252,"component":253},"52aee4e0-f4f5-4598-993c-db675602218a",{"type":35,"content":3627},[3628],{"type":38,"attrs":3629,"content":3630},{"textAlign":40},[3631],{"text":3632,"type":44,"marks":3633},"You’ve clearly lived in the identity of being a founder. What helped you see yourself as more than your work?",[3634],{"type":47,"attrs":3635},{"color":19},{"_uid":3637,"text":3638,"initials":3415,"component":339,"additional_answer":81},"cb8c73a3-f77b-4fe3-b226-55b9be2cb862",{"type":35,"content":3639},[3640,3649,3667],{"type":38,"attrs":3641,"content":3642},{"textAlign":40},[3643,3645,3646,3647],{"text":3644,"type":44},"If I had one message for founders, it'd be that you are more than an entrepreneur.",{"type":211},{"type":211},{"text":3648,"type":44},"Of course, this is obvious. Yet it's actually not so obvious to many people who are struggling within the stress of their business. I’ve been there so I get it. And yet I also know how much more there is out there. A company is just a single vehicle, a single aspect of your life. You have a body and a soul, you’re in relationships, and you have creative parts of you that don’t fit into the founder box.  ",{"type":269,"attrs":3650},{"id":3651,"body":3652},"30d838ef-e51e-4543-81c7-c7f099d5a1a1",[3653],{"_uid":3654,"content":3655,"component":310,"anchor_text":3666},"i-02f7a7a8-dedc-4ee3-ad56-9067e8e0e439",{"type":35,"content":3656},[3657],{"type":38,"attrs":3658,"content":3659},{"textAlign":40},[3660],{"text":3661,"type":44,"marks":3662},"Your Life as Art by Robert Fritz",[3663],{"type":24,"attrs":3664},{"href":3665,"uuid":40,"anchor":40,"target":55,"linktype":21},"https://www.goodreads.com/book/show/85692.Your_Life_As_Art","You get to build a life that, as Robert Fritz says, is “art.”",{"type":38,"attrs":3668,"content":3669},{"textAlign":40},[3670,3672,3673,3674],{"text":3671,"type":44}," Your life is your art project. If you don’t care for your physical body you might find yourself in what Tony Robbins calls “ultimate failure,” which is “success without fulfillment.”",{"type":211},{"type":211},{"text":3675,"type":44},"The second commitment I made to myself after that first commitment to be an entrepreneur was to commit to building a life rather than just building a business. Having a great life to me means having many successful and great days. A great life does not exist in the future. It only exists now, today, and day by day after that. Once you start focusing on the present instead of just the future, you make space for your whole self instead of just the self you are trying to create for something external.",{"_uid":3677,"media":3678,"layout":690,"carousel":81,"alignment":151,"component":238,"carousel_interval":239},"645ddbaf-55b0-492c-9045-97998a1562a0",[3679,3688],{"_uid":3680,"image":3681,"video":3685,"component":230,"first_caption":3687,"second_caption":19},"a58e082a-cde0-468f-a064-2961e03df5bb",{"id":3682,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":3683,"copyright":19,"fieldtype":79,"meta_data":3684,"is_external_url":81},137054623876227,"https://a.storyblok.com/f/287396602024003/1166x1404/6188ebae0f/tm04-image-09.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":3686},{},"Aura",{"_uid":3689,"image":3690,"video":3694,"component":230,"first_caption":3696,"second_caption":19},"0e5e2d73-96e0-445d-ac0d-4a7113223b17",{"id":3691,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":3692,"copyright":19,"fieldtype":79,"meta_data":3693,"is_external_url":81},137054623896714,"https://a.storyblok.com/f/287396602024003/1168x1168/651f5623ba/tm04-image-10.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":3695},{},"La Calma",{"_uid":3698,"text":3699,"initials":252,"component":253},"f0f8163d-062a-4e9b-b7d0-527ae2498b6e",{"type":35,"content":3700},[3701],{"type":38,"attrs":3702,"content":3703},{"textAlign":40},[3704],{"text":3705,"type":44,"marks":3706},"When you’re helping people design their lives, not just careers, what shifts have to take place?",[3707],{"type":47,"attrs":3708},{"color":19},{"_uid":3710,"text":3711,"initials":3415,"component":339,"additional_answer":81},"e656e582-0996-4412-ac93-81b12f300fa7",{"type":35,"content":3712},[3713,3718],{"type":38,"attrs":3714,"content":3715},{"textAlign":40},[3716],{"text":3717,"type":44},"One thing I do with the founders I work with is help them build more diversity of experiences into their day-to-day lives. Sure, we measure success through external metrics like revenue or income, but the metrics I care about most, honestly, are moments like when a founder tells me they took two weeks off with their family and really enjoyed it. Or that they're spending more time with their kids. I even have a founder who's working toward his black belt in karate.",{"type":38,"attrs":3719,"content":3720},{"textAlign":40},[3721,3723,3724,3725],{"text":3722,"type":44},"There's a point in coaching where most of my clients go from solving problems to enjoying new experiences. I’ll have a client say, “David, I feel bad coming to our session today because I don't have any problems to bring you.”",{"type":211},{"type":211},{"text":3726,"type":44},"I laugh when they tell me that, because I basically tell them, “What! You think coaching can't be about something good? What if we use this space to get really excited together about all the opportunities in front of you? I'm always available if there's a problem or challenge you're facing to work through it with you. But what if we spent a bunch of time on creating more goodness, more fun, more creativity in your life? Who says we have to talk about problems?”",{"_uid":3728,"name":19,"role":19,"text":3729,"align":986,"component":987,"text_highlight":3730},"14639330-9ad9-4725-a56e-a163c251577e","I'm going to be doing this for the rest of my life?","rest of my life",{"_uid":3732,"text":3733,"initials":316,"component":339,"additional_answer":151},"2ced01b0-6be9-4c46-b686-0f374dc1db04",{"type":35,"content":3734},[3735],{"type":38,"attrs":3736,"content":3737},{"textAlign":40},[3738,3740,3741,3742,3744,3745,3746],{"text":3739,"type":44},"I’ve realized that a lot of founders (and ambitious people in general) don't really know what it's like to feel really, really good. People often get really uncomfortable when things feel good because it's not what they used to be driven by.",{"type":211},{"type":211},{"text":3743,"type":44},"A lot of my work is helping people through a transition in what's driving them. The sneaky thing about creating success is that you often start wanting something different. I mean, once you reach a goal you set, you typically want to set a new goal, right? Entrepreneurs don't realize that in reaching their goals and in creating success, they create a new challenge, which is that the old goals no longer excite them. The previous version of the company no longer excite them. This is now obvious me and impossible to get around. If you spend five or ten years building a company, I can guarantee you that you will be a different person at the end of that five to ten years. And if you're a different person, you're going to want different things.",{"type":211},{"type":211},{"text":3747,"type":44},"People tell me, \"I'm going to be doing this for the rest of my life.\" This is a mostly naive statement because it rarely happens. Too much changes. So it’s helpful to know that most times a company is a phase of your life (5-10-15 years) and you will maybe do that multiple times.",{"_uid":3749,"text":3750,"initials":252,"component":253},"1908ff5b-d517-4570-bb41-b7e71dfafbd3",{"type":35,"content":3751},[3752],{"type":38,"attrs":3753,"content":3754},{"textAlign":40},[3755],{"text":3756,"type":44,"marks":3757},"Through the lens of the coaching you do, what mistakes or misconceptions do high performers have about stress or ambition (or related)?",[3758],{"type":47,"attrs":3759},{"color":19},{"_uid":3761,"text":3762,"initials":3415,"component":339,"additional_answer":81},"f619361c-03a4-446d-a80d-84efd1720b91",{"type":35,"content":3763},[3764],{"type":38,"attrs":3765,"content":3766},{"textAlign":40},[3767,3769,3770,3771,3773,3774,3775],{"text":3768,"type":44},"I try to help founders and CEOs understand that life’s “scorecard” isn’t one-dimensional. Success is not tied to any one metric or goal. Success is something you judge yourself on. There are many ways to evaluate your own success and it’s really personal. You can feel successful before you are “validated” for that success, which runs counter to how many people are conditioned to think.",{"type":211},{"type":211},{"text":3772,"type":44},"This becomes obvious to people when they look backwards. For some reason, when you look forward, you anchor to one type of success metric, and when you look back, you anchor to another. For example, looking back at my time spent in college, I don’t fondly remember getting an A in a class or on a test. I remember the teacher who really moved me with her lectures, or joking around with my friends. I might look back fondly on how much studying for a test sucked, yet I don’t even remember the grade part of it.",{"type":211},{"type":211},{"text":3776,"type":44},"Another thing is that there are so many things telling people to focus. The problem with extreme focus is you lose perspective. You see a dot and miss the painting. I like to enjoy the whole painting and each of the dots.",{"_uid":3778,"media":3779,"layout":237,"carousel":81,"alignment":151,"component":238,"carousel_interval":239},"07ce74ce-5c9c-4b9e-b5e5-5ef36b7c4bfa",[3780],{"_uid":3781,"image":3782,"video":3786,"component":230,"first_caption":3333,"second_caption":19},"14c0bb81-fa0f-42b6-8f35-82d6b72dfefa",{"id":3783,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":3784,"copyright":19,"fieldtype":79,"meta_data":3785,"is_external_url":81},137054623896715,"https://a.storyblok.com/f/287396602024003/2358x1404/507ad9f318/tm04-image-11.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":3787},{},{"_uid":3789,"text":3790,"initials":316,"component":339,"additional_answer":151},"560b9b33-db44-45d7-b368-0ce687512e4f",{"type":35,"content":3791},[3792],{"type":38,"attrs":3793,"content":3794},{"textAlign":40},[3795,3797,3798,3799,3801,3802,3803,3805,3806,3807,3809,3810,3811,3813,3814,3815],{"text":3796,"type":44},"A simple heuristic is to think about success in two ways: Your inner world (your feelings) and your outer world (your results). You can:",{"type":211},{"type":211},{"text":3800,"type":44},"A. Feel great inside and have strong results outside (best place to be)",{"type":211},{"type":211},{"text":3804,"type":44},"B. Feel bad inside but still have strong results outside",{"type":211},{"type":211},{"text":3808,"type":44},"C. Feel great inside even if your results aren’t strong yet",{"type":211},{"type":211},{"text":3812,"type":44},"D. Feel bad inside and also have weak results outside (worst place to be)",{"type":211},{"type":211},{"text":3816,"type":44},"Most people index more toward the outer world than their inner world. Yet I’ve found that the inner experience makes up probably 70% of how you experience life. I’m not saying quit and become a monk (C). I’m simply trying to shift people a bit further into that inner exploration.",{"_uid":3818,"text":3819,"initials":252,"component":253},"01717464-70de-4a81-9151-71b3ab9705ab",{"type":35,"content":3820},[3821],{"type":38,"attrs":3822,"content":3823},{"textAlign":40},[3824],{"text":3825,"type":44,"marks":3826},"What’s a counterintuitive principle or habit you teach your clients that they resist at first — but ends up being the unlock?",[3827],{"type":47,"attrs":3828},{"color":19},{"_uid":3830,"text":3831,"initials":3415,"component":339,"additional_answer":81},"3786162f-fc02-432d-a4ba-bb60b4f822ee",{"type":35,"content":3832},[3833],{"type":38,"attrs":3834,"content":3835},{"textAlign":40},[3836,3838,3839,3840,3842,3843,3844,3846,3847,3848,3850,3851,3852,3854,3855,3856],{"text":3837,"type":44},"I’m surprised how often founders don’t see their excitement and enthusiasm as their compass. Building a project or business takes a ton of energy, so if you build things you’re energized about, it’s much easier. It’s a competitive advantage. When I ask what they’re currently most excited about they usually look at me like that’s not a viable way to do planning. If your next quarter isn’t exciting on some level, why do it at all? People build half-hearted features or services that they think they should create. We all know when we’re really in and into something or not. Don’t cheat yourself, keep adjusting and searching until you find the thread that truly lights you up.",{"type":211},{"type":211},{"text":3841,"type":44},"If you as the founder are genuinely interested and excited about something I believe it’s much more likely to be successful.",{"type":211},{"type":211},{"text":3845,"type":44},"Another counterintuitive idea is that every problem you have in your business is also an opportunity. It’s beyond solution seeking. Everything you’re frustrated with, every issue you want to hide from, every area you’re challenged by is where growth is possible. Say you’re embarrassed by your customer service. There are long wait times, customers are frustrated, and you’re getting tons of negative feedback. You want to hide from this problem, or complain. You let it grow because it pains you to look at it.",{"type":211},{"type":211},{"text":3849,"type":44},"Well, next quarter, why not create a world-class customer service department? Why not go beyond getting this to baseline and make customer service a core reason your brand is known? When something is poor quality, or frustrating, it usually means there is a good amount of opportunity there.",{"type":211},{"type":211},{"text":3853,"type":44},"When you look at your business through this anti-fragile lens, every liability can become a strength. Wherever there’s frustration, there’s massive opportunity. So instead of complaining about it, create a better vision for it, a vision where that problem not only no longer exists but is an area of pride and joy for you.",{"type":211},{"type":211},{"text":3857,"type":44},"One thing I teach entrepreneurs is to look each quarter for the parts of their business that are ready for “better.” As a practice, turning challenges and frustrations into opportunities is a pretty good recipe for growth.",{"_uid":3859,"text":3860,"initials":252,"component":253},"811de1e2-3ab6-4d1c-8c7a-cf747a6a2e12",{"type":35,"content":3861},[3862],{"type":38,"attrs":3863,"content":3864},{"textAlign":40},[3865],{"text":3866,"type":44,"marks":3867},"I’ve heard you say, “most people don’t have a personal business model.” What does that mean in practice, and what guidance would give someone to create one?",[3868],{"type":47,"attrs":3869},{"color":19},{"_uid":3871,"text":3872,"initials":3415,"component":339,"additional_answer":81},"ee182c04-ed9a-49bb-86b3-8a3239d125df",{"type":35,"content":3873},[3874],{"type":38,"attrs":3875,"content":3876},{"textAlign":40},[3877,3879,3880,3881,3883,3884,3885,3887,3888,3889,3891,3896,3898,3902,3904,3905,3906],{"text":3878,"type":44},"What I mean is that you have to know how you create and capture value, and you have to be clear about how that works for you. It’s part philosophy and part system.",{"type":211},{"type":211},{"text":3882,"type":44},"I can start with myself. One philosophy that I have is “always be exiting.” It means I don’t wait and pray for some future exit to give me wealth. I don’t plan to make all of my money in one go, at some future point in time.",{"type":211},{"type":211},{"text":3886,"type":44},"I want to sell pieces of equity all of the time. Some might say that’s terrible advice. Their business model might be, “I’m going to compound this equity for 20 years and then have a massive exit.” That might work for them, it doesn’t work for me. I want to get rich slowly one small to mid-size sale at a time. As a bootstrapped founder, that mentality works for me.",{"type":211},{"type":211},{"text":3890,"type":44},"My coaching business also has a model behind it. It’s not about maximizing cashflow — it’s about investing. I eventually realized I couldn’t ",{"text":3892,"type":44,"marks":3893},"earn",[3894],{"type":3895},"italic",{"text":3897,"type":44}," more than I could ",{"text":3899,"type":44,"marks":3900},"grow",[3901],{"type":3895},{"text":3903,"type":44}," through investing. I’d rather give thousands of other people my money, through equities or startups, and let them work on growing my wealth. So any cashflow from coaching gets reinvested into startups, equities, or crypto. I’m also married. My wife has a more traditional job. Together, we have a business model where I take more risk and she has a steadier income. It’s a barbell model.",{"type":211},{"type":211},{"text":3907,"type":44},"If I had to make this more actionable, I’d ask, “How are you actively building wealth right now?” I just want people to have a clear idea and plan for how they capture that upside now or in the future.",{"_uid":3909,"text":3910,"initials":252,"component":253},"4787dc0f-90ea-44a0-bd06-aa7b014025d3",{"type":35,"content":3911},[3912],{"type":38,"attrs":3913,"content":3914},{"textAlign":40},[3915],{"text":3916,"type":44,"marks":3917},"What’s one thing people think is “self-care” that’s actually making them more anxious?",[3918],{"type":47,"attrs":3919},{"color":19},{"_uid":3921,"text":3922,"initials":3415,"component":339,"additional_answer":81},"7d5881cc-723b-464a-8e00-7ccab37bf4ee",{"type":35,"content":3923},[3924],{"type":38,"attrs":3925,"content":3926},{"textAlign":40},[3927,3929,3930,3931,3933,3934,3935,3937,3938,3939,3941,3942,3943],{"text":3928,"type":44},"Ha, I love this question. I mean, let’s say you’re hardcore and working 15-hour days. And you’re drinking tons of coffee. And you’re doing Crossfit. Oh, and, because everyone is saying you need to be doing this too, you’re cold plunging into 45-degree water.",{"type":211},{"type":211},{"text":3932,"type":44},"Might it be that you’re body is getting a bit… overloaded? Rather than doing everything people say is “good for you,” it’s better to be more simple and intuitive about these things. People don’t often have a great relationship with their bodies, I certainly didn’t.",{"type":211},{"type":211},{"text":3936,"type":44},"Self-care shouldn’t be this “special” thing you do. Self-care basics really are the basics… sleep, diet, and exercise. All three require time and presence. Can you unplug an hour before bed? Can you create enough space to enjoy a healthy meal slowly? Self-care is being intuitive about what you’re needing. It’s knowing when to skip a workout, and it’s knowing when to show up even when you don’t feel like it.",{"type":211},{"type":211},{"text":3940,"type":44},"A big challenge people face, especially high performers, is unplugging from work and being present with their relationships. Relationships are also self-care. Connection is probably more important than diet or exercise for your longevity, as crazy as that sounds. I recommend finding places where you can be with people who bring you back into presence and back into equilibrium. When you have experiences where community makes you feel more at ease, it creates a strong foundation to build on.",{"type":211},{"type":211},{"text":3944,"type":44},"If self-care was a pyramid, I’d put connection at the bottom, and build up from there. And I’d bet most people have it the other way around.",{"_uid":3946,"media":3947,"layout":690,"carousel":81,"alignment":151,"component":238,"carousel_interval":239},"8f529031-d2c8-4feb-b997-0e5cff38ceca",[3948,3956],{"_uid":3949,"image":3950,"video":3954,"component":230,"first_caption":3539,"second_caption":19},"a3fd427e-b11b-4a42-ae9d-bdc8485f158a",{"id":3951,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":3952,"copyright":19,"fieldtype":79,"meta_data":3953,"is_external_url":81},137054623896713,"https://a.storyblok.com/f/287396602024003/1168x1168/0d24e17ee6/tm04-image-12.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":3955},{},{"_uid":3957,"image":3958,"video":3962,"component":230,"first_caption":3614,"second_caption":19},"40ea4731-0f0e-435e-b210-672a3af638e0",{"id":3959,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":3960,"copyright":19,"fieldtype":79,"meta_data":3961,"is_external_url":81},137054623884423,"https://a.storyblok.com/f/287396602024003/1166x1404/13546f17c3/tm04-image-13.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":3963},{},{"_uid":3965,"text":3966,"initials":252,"component":253},"ba6a5a20-026e-4aac-a5a1-52d522a89037",{"type":35,"content":3967},[3968],{"type":38,"attrs":3969,"content":3970},{"textAlign":40},[3971],{"text":3972,"type":44,"marks":3973},"What investments have you made in your own personal development?",[3974],{"type":47,"attrs":3975},{"color":19},{"_uid":3977,"text":3978,"initials":3415,"component":339,"additional_answer":81},"fc2ef32b-ea98-4904-9011-727a3c9219d4",{"type":35,"content":3979},[3980,4001,4023],{"type":38,"attrs":3981,"content":3982},{"textAlign":40},[3983,3985,3986,3987,3989,3990,3991,3993,3994,3995,3997,3998,3999],{"text":3984,"type":44},"For starters, I decided to literally invest in my development. I made a rule to invest more every year than the year prior in my own growth.",{"type":211},{"type":211},{"text":3988,"type":44},"After that, it was about learning “how” to map my growth trajectory for myself. Therapy and coaching can help you understand how to guide and direct your growth consciously. As you get coaching or therapy, you should become a better coach or therapist to yourself. If that isn’t happening, you’re just outsourcing your agency.",{"type":211},{"type":211},{"text":3992,"type":44},"I’ve always been curious about how coaches or therapists were doing what they were doing when working with me. The more aware you are of where you are in your growth trajectory, the better. Funny enough, astrology is a good basis for this. People like astrology, regardless of it’s veracity, because it gives you a sense of context for where you are and where you’re going. So, what if you could become your own astrologist? You can.",{"type":211},{"type":211},{"text":3996,"type":44},"People don’t often realize this, but psychology is technology. It’s what John Vervake calls \"psychotechnology.\" Most forms of therapy are simply new psychotechnological breakthroughs. There are some really incredible tools and tech people have built for your psychology, it’s a trip.",{"type":211},{"type":211},{"text":4000,"type":44},"So the takeaway is that you can get better at working with your own hardware and software. The good news is that people have been exploring and working at this for thousands of years. Religion and spirituality are ",{"type":269,"attrs":4002},{"id":4003,"body":4004},"092a10ca-afab-44a0-b0b7-0f436a6f5c53",[4005],{"_uid":4006,"content":4007,"component":310,"anchor_text":4022},"i-776eef92-7fb8-4791-af95-72be683f6c47",{"type":35,"content":4008},[4009],{"type":38,"attrs":4010,"content":4011},{"textAlign":40},[4012,4014,4020],{"text":4013,"type":44},"The ",{"text":4015,"type":44,"marks":4016},"Lindy effect",[4017],{"type":24,"attrs":4018},{"href":4019,"uuid":40,"anchor":40,"target":55,"linktype":21},"https://en.wikipedia.org/wiki/Lindy_effect",{"text":4021,"type":44}," is the idea that the longer a non-perishable thing (like an idea or technology) has lasted, the longer it is likely to endure. Longevity signals resilience to change, obsolescence, and competition, meaning its risk of failure decreases over time.","Lindy (time-tested).",{"type":38,"attrs":4024,"content":4025},{"textAlign":40},[4026,4028],{"text":4027,"type":44}," If this sounds interesting, and you’re wondering where you can start, ",{"text":4029,"type":44,"marks":4030},"I wrote up a list of good wisdom maps.",[4031],{"type":24,"attrs":4032},{"href":4033,"uuid":40,"anchor":40,"target":55,"linktype":21},"https://elevatorlist.substack.com/p/wisdom-list-of-ancient-maps-for-growth",{"_uid":4035,"media":4036,"layout":237,"carousel":151,"alignment":151,"component":238,"carousel_interval":239,"show_index_indicator":151},"2e401720-a5ef-419f-82ad-bd59a4bfd4d8",[4037,4046,4054],{"_uid":4038,"image":4039,"video":4043,"component":230,"first_caption":4045,"second_caption":19},"1d02f5ea-cf72-44c5-96a3-fa1c0196b1db",{"id":4040,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":4041,"copyright":19,"fieldtype":79,"meta_data":4042,"is_external_url":81},137054623880325,"https://a.storyblok.com/f/287396602024003/2358x1404/640fc05366/tm04-image-14.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":4044},{},"Desert Sunrise",{"_uid":4047,"image":4048,"video":4052,"component":230,"first_caption":3539,"second_caption":19},"f01a6e3f-9ab3-4ea4-b6b6-872e49b31f85",{"id":4049,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":4050,"copyright":19,"fieldtype":79,"meta_data":4051,"is_external_url":81},137054623876228,"https://a.storyblok.com/f/287396602024003/2358x1404/3f5b2379be/tm04-image-15.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":4053},{},{"_uid":4055,"image":4056,"video":4060,"component":230,"first_caption":4062,"second_caption":19},"cfdc815c-67ab-4b28-9f6a-9df805991fd0",{"id":4057,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":4058,"copyright":19,"fieldtype":79,"meta_data":4059,"is_external_url":81},137054623904908,"https://a.storyblok.com/f/287396602024003/2358x1404/ee9cf91f40/tm04-image-16.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":4061},{},"Philia",{"_uid":4064,"text":4065,"initials":252,"component":253},"3552eb3e-1fb5-4766-a5ad-4dd0bef508f6",{"type":35,"content":4066},[4067],{"type":38,"attrs":4068,"content":4069},{"textAlign":40},[4070],{"text":4071,"type":44,"marks":4072},"You’ve become almost monk-like about energy. What does managing energy actually look like?",[4073],{"type":47,"attrs":4074},{"color":19},{"_uid":4076,"text":4077,"initials":3415,"component":339,"additional_answer":81},"e3044d7a-8657-4b42-8a3c-1736376ed3a0",{"type":35,"content":4078},[4079],{"type":38,"attrs":4080,"content":4081},{"textAlign":40},[4082,4084,4085,4086,4088,4089,4090,4092,4093,4094,4096,4097,4098,4100,4101,4102],{"text":4083,"type":44},"You know, I’m still trying to figure this all out. I’ve had many peak experiences in my life, and what excites me is the question: What if you could have peak experiences from day-to-day moments, not just during some future perfect moment on vacation watching the sunset?",{"type":211},{"type":211},{"text":4087,"type":44},"If you can have peak experiences on a regular basis, that to me is a great life. Being fully engaged, being on purpose, being light and creative, I seek all of these things. As you seek something though, it can become elusive, so you have to watch for that. You never want to pursue something too directly, especially when it relates to feelings or experiences.",{"type":211},{"type":211},{"text":4091,"type":44},"There’s physical energy where, again, it’s the basics: sleep, diet, exercise. Score yourself 1-10 on each of these, and see if you can bring a score in one area from a 3 to a 6 or a 5 to a 9.",{"type":211},{"type":211},{"text":4095,"type":44},"Then there’s your essence, the true energy of who you are. This is your enthusiasm, your presence. This is more than the biological hardware, it’s how your software is running day to day. The truth is you can change your energy on a dime. This is what spiritual gurus like Ekhart Tolle talk about for hours and hours and hours. By shifting your present awareness, you can immediately change your experience. Have you ever been at a dinner with a friend, or sitting on a porch, and suddenly drop into a deeper conversation — like the lights dim and you focus more intently? Or gone through a breakup and found the rawness bringing you more in contact with your emotions and the emotions of others?",{"type":211},{"type":211},{"text":4099,"type":44},"You can manage your energy in an infinite diversity of ways. You can play with your energy. Making this practical, what would it look like to show up to your next meeting with more joy or curiosity? What if you started the meeting with a joke or something you’re grateful for? What if you asked a question that was deep? Or shared something vulnerable?",{"type":211},{"type":211},{"text":4103,"type":44},"I heard a genius idea from someone who’s worked with some of the top musicians in the world about being present. He said, “The idea is not to not be distracted, it’s to let yourself be distracted. Use the distraction to focus you.”",{"_uid":4105,"text":4106,"initials":252,"component":253},"f3022ca0-bfe8-4903-93ea-ad6ecd4fe613",{"type":35,"content":4107},[4108],{"type":38,"attrs":4109,"content":4110},{"textAlign":40},[4111],{"text":4112,"type":44,"marks":4113},"Appreciate you sharing so generously. Last question, what are some actual tools, systems, or apps you rely on to manage your energy?",[4114],{"type":47,"attrs":4115},{"color":19},{"_uid":4117,"text":4118,"initials":3415,"component":339,"additional_answer":81},"2485f955-7848-430c-b4a3-219a248c0d92",{"type":35,"content":4119},[4120],{"type":38,"attrs":4121,"content":4122},{"textAlign":40},[4123,4125,4126,4127,4129,4130,4131,4133,4138,4139,4140,4142,4143,4144],{"text":4124,"type":44},"My bed. I don’t use an alarm clock, and I try to be asleep by 9:30.",{"type":211},{"type":211},{"text":4128,"type":44},"Questions. I get curious and ask questions. I try and avoid forcing a question, or asking a “stock” question. I let questions hit me. I sit patiently until a question forms itself that wants to be asked.",{"type":211},{"type":211},{"text":4132,"type":44},"Apple Notes. I write down notes all the time, I rarely look back at them. I jot down lists and notes frequently. Lots of times the lists I make are “things that make me feel good” or “things to avoid.” I just write and re-write those lists and sometimes they change. These inform my habits. Some things on my latest list of things that make me feel good — eat ",{"text":4134,"type":44,"marks":4135},"an apple or smoothie for breakfast, don’t like or comment on a post (call the author), call mom, budget every month.",[4136],{"type":47,"attrs":4137},{"color":19},{"type":211},{"type":211},{"text":4141,"type":44},"Reader by Readwise. I like this app because it allows me to “save” articles for later. I’m easily distracted, and I imagine you feel the same when it comes to seeing emails, newsletters, posts, podcasts, etc that pop up on your feed. Rather than click and read them now, I save them for later.",{"type":211},{"type":211},{"text":4145,"type":44},"Oh, it’s worth noting that what hasn’t helped is other people’s productivity systems. The only ones that work for me are the ones I invent for myself.",{"_uid":4147,"size":189,"component":190},"85d2a5fb-5e9b-46f5-a0e1-b183862afa5e","death-to-stock","articles/death-to-stock",-40,[],"51433b8a-60c3-4617-a6f8-b056159d6321","2026-01-23T06:45:08.697Z",[],{"name":4156,"created_at":4157,"published_at":4158,"updated_at":4159,"id":4160,"uuid":4161,"content":4162,"slug":4936,"full_slug":4937,"sort_by_date":40,"position":4938,"tag_list":4939,"is_startpage":81,"parent_id":1357,"meta_data":40,"group_id":4940,"first_published_at":4941,"release_id":40,"lang":95,"path":40,"alternates":4942,"default_full_slug":40,"translated_slugs":40},"Launching Comet","2026-01-06T19:20:34.168Z","2026-01-27T17:15:48.199Z","2026-01-27T17:15:48.225Z",131226149583132,"f196d877-1aa6-4813-877f-3659a2d2b734",{"_uid":4163,"head":4164,"authors":4172,"category":152,"subjects":4189,"component":178,"published_at":4214,"article_color":4215,"article_number":4216,"article_components":4217},"8aa29485-26b1-4a1d-a17d-d18d79b045ef",[4165],{"_uid":4166,"image":4167,"title":4169,"favicon":4170,"component":87,"description":4169},"dec5ee59-0d75-45d5-a576-96b861739ab0",{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":4168},{},"Launching Comet with Perplexity",{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":4171},{},[4173],{"name":116,"created_at":117,"published_at":118,"updated_at":119,"id":120,"uuid":121,"content":4174,"slug":144,"full_slug":145,"sort_by_date":40,"position":146,"tag_list":4187,"is_startpage":81,"parent_id":148,"meta_data":40,"group_id":149,"first_published_at":118,"release_id":40,"lang":95,"path":40,"alternates":4188,"default_full_slug":40,"translated_slugs":40,"_stopResolving":151},{"bio":4175,"_uid":140,"component":141,"last_name":142,"first_name":143,"organization":50},{"type":35,"content":4176},[4177],{"type":38,"attrs":4178,"content":4179},{"textAlign":40},[4180,4181,4186],{"text":129,"type":44},{"text":131,"type":44,"marks":4182},[4183,4185],{"type":47,"attrs":4184},{"color":135},{"type":137},{"text":139,"type":44},[],[],[4190],{"name":4191,"created_at":4192,"published_at":4193,"updated_at":4194,"id":4195,"uuid":4196,"content":4197,"slug":4208,"full_slug":4209,"sort_by_date":40,"position":4210,"tag_list":4211,"is_startpage":81,"parent_id":148,"meta_data":40,"group_id":4212,"first_published_at":4193,"release_id":40,"lang":95,"path":40,"alternates":4213,"default_full_slug":40,"translated_slugs":40,"_stopResolving":151},"Aaron Marks","2026-01-06T19:28:02.012Z","2026-01-06T19:31:15.809Z","2026-01-06T19:31:15.820Z",131227983956587,"6b061294-2ca0-4402-a5a7-a10d15b82687",{"bio":4198,"_uid":4205,"component":141,"last_name":4206,"first_name":4207,"organization":50},{"type":35,"content":4199},[4200],{"type":38,"attrs":4201,"content":4202},{"textAlign":40},[4203],{"text":4204,"type":44},"Aaron is a partner and executive creative director at Studio Freight. He believes that the work he's doing is mysterious and important.","69fee693-b8c3-4b18-b4a4-521a8e52d08a","Marks","Aaron","aaron-marks","persons/aaron-marks",-80,[],"cdaf2649-f7ed-41d0-84c8-3beddaf58f96",[],"2026-01-06 00:00","#365C75","5",[4218,4221,4223,4236,4287,4299,4313,4324,4338,4379,4392,4404,4413,4426,4438,4489,4502,4514,4523,4546,4558,4567,4580,4592,4601,4613,4702,4731,4745,4783,4796,4808,4817,4828,4839,4856,4868,4902,4913,4925,4934],{"_uid":4219,"title":4169,"component":185,"title_highlight":4220},"3b731519-0472-44c5-9ea4-5ab24639dff1","Launching comet",{"_uid":4222,"size":189,"component":190},"e0fe67ae-9c9b-42db-b35e-68c2df7b5ed1",{"_uid":4224,"text":4225,"component":218},"34568cbf-367f-4eed-84c8-65ad7cf36332",{"type":35,"content":4226},[4227],{"type":38,"attrs":4228,"content":4229},{"textAlign":40},[4230,4232,4233,4234],{"text":4231,"type":44},"When Perplexity set out to introduce Comet — their experimental, AI-powered browser — the product was still being developed, and they sought out a partner to help translate that early vision into something people could get excited about.",{"type":211},{"type":211},{"text":4235,"type":44},"What followed was a tight, collaborative sprint to build an experiential launch site that was part metaphor, part announcement, part provocation. 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I remember being a bit surprised by them, especially how you can click on them to learn more about them.",[4556],{"type":47,"attrs":4557},{"color":19},{"_uid":4559,"text":4560,"initials":4312,"component":339,"additional_answer":81},"baf50a03-18d3-4c78-8d22-92bacadfedad",{"type":35,"content":4561},[4562],{"type":38,"attrs":4563,"content":4564},{"textAlign":40},[4565],{"text":4566,"type":44},"Yeah, the Perplexity team was toying with these planet-themed avatars for the product, where users can pick a planet as their icon. We turned them into an interactive element where you hover on them, and they move. Click, and you get a modal describing the planet and a little about Comet. It was a hint at the summary modal feature in the real product, without needing to show it. We were trying to suggest functionality without making promises in the absence of a final product.",{"_uid":4568,"media":4569,"layout":237,"carousel":81,"alignment":151,"component":238,"carousel_interval":239},"9f767af0-81eb-4a11-84e6-5e15d7be5155",[4570],{"_uid":4571,"image":4572,"video":4576,"component":230,"first_caption":19,"second_caption":19},"0ec08111-6c57-4ce0-b589-3615ce663fcf",{"id":4573,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":4574,"copyright":19,"fieldtype":79,"meta_data":4575,"is_external_url":81},131582574196524,"https://a.storyblok.com/f/287396602024003/2358x1560/c7f3adfe45/tm05-video-still.png",{},{"id":4577,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":4578,"copyright":19,"fieldtype":79,"meta_data":4579,"is_external_url":81},131586495792992,"https://a.storyblok.com/f/287396602024003/x/45aab2141f/tm05-video.mp4",{},{"_uid":4581,"text":4582,"initials":252,"component":253},"dcc19c57-f786-4560-8634-c94b47b8487c",{"type":35,"content":4583},[4584],{"type":38,"attrs":4585,"content":4586},{"textAlign":40},[4587],{"text":4588,"type":44,"marks":4589},"The launch video also included archival footage. Why bring that in?",[4590],{"type":47,"attrs":4591},{"color":19},{"_uid":4593,"text":4594,"initials":4312,"component":339,"additional_answer":81},"3ef909b8-0c9a-4a5e-b4a6-9e69a961e3ea",{"type":35,"content":4595},[4596],{"type":38,"attrs":4597,"content":4598},{"textAlign":40},[4599],{"text":4600,"type":44},"That was all Phi and Patrick. It added a layer of humanity. Like Comet is part of this historical lineage of exploration — NASA, science, discovery. It makes the future feel connected to the past. It adds weight. Beautiful old footage like that gives it texture. On a more personal note, I see it as a good reminder that this isn’t just sleek software, it’s part of a broader story of progress where Comet is dropping in the middle of this Cold War of agentic browsers, it felt right to give it that kind of historical vibe. This is a moment in future history, might as well rise to it.",{"_uid":4602,"text":4603,"initials":252,"component":253},"977cb1e7-51ad-41ab-a24e-249c5a7cc6bd",{"type":35,"content":4604},[4605],{"type":38,"attrs":4606,"content":4607},{"textAlign":40},[4608],{"text":4609,"type":44,"marks":4610},"Let’s talk about working with Henry Modisett and Phi Hoang.",[4611],{"type":47,"attrs":4612},{"color":19},{"_uid":4614,"text":4615,"initials":4312,"component":339,"additional_answer":81},"65ed5d70-7619-4469-9ba9-02eb3dafd3c4",{"type":35,"content":4616},[4617,4624,4658,4662,4697],{"type":38,"attrs":4618,"content":4619},{"textAlign":40},[4620],{"text":316,"type":44,"marks":4621},[4622],{"type":47,"attrs":4623},{"color":135},{"type":269,"attrs":4625},{"id":4626,"body":4627},"5945d2ae-b88a-487d-bae0-2afb938ef5b6",[4628],{"_uid":4629,"content":4630,"component":310,"anchor_text":4657},"i-5c87fed1-6d60-4957-9872-b82ea56e6712",{"type":35,"content":4631},[4632,4644],{"type":269,"attrs":4633},{"id":4634,"body":4635},"66126679-c499-4bc2-a0d2-7a012e6a498b",[4636],{"_uid":4637,"image":4638,"video":4642,"component":230,"first_caption":19,"second_caption":19},"i-3d586693-a8ac-4d26-adec-f84b4cb02171",{"id":4639,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":4640,"copyright":19,"fieldtype":79,"meta_data":4641,"is_external_url":81},131618590787814,"https://a.storyblok.com/f/287396602024003/1184x848/fd1fa78ff1/tm05-annotation-03.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":4643},{},{"type":38,"attrs":4645,"content":4646},{"textAlign":40},[4647,4648,4654,4655],{"type":211},{"text":4649,"type":44,"marks":4650},"Henry Modisett",[4651],{"type":24,"attrs":4652},{"href":4653,"uuid":40,"anchor":40,"target":40,"linktype":21},"https://www.linkedin.com/in/henrymodisett",{"type":211},{"text":4656,"type":44},"VP of Design at Perplexity","Henry",{"type":38,"attrs":4659,"content":4660},{"textAlign":40},[4661],{"text":638,"type":44},{"type":269,"attrs":4663},{"id":4626,"body":4664},[4665],{"_uid":4666,"content":4667,"component":310,"anchor_text":4696},"i-93003eeb-c5d9-4029-ba67-d46d6fbf58ae",{"type":35,"content":4668},[4669,4681,4691],{"type":269,"attrs":4670},{"id":4671,"body":4672},"0ad578e1-8e83-4ee1-ac8f-30403854415b",[4673],{"_uid":4674,"image":4675,"video":4679,"component":230,"first_caption":19,"second_caption":19},"i-1b5247ed-f12d-4b94-be6e-03104617d6b8",{"id":4676,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":4677,"copyright":19,"fieldtype":79,"meta_data":4678,"is_external_url":81},131618590800103,"https://a.storyblok.com/f/287396602024003/1184x848/c8afc7f503/tm05-annotation-04.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":4680},{},{"type":38,"attrs":4682,"content":4683},{"textAlign":40},[4684,4685],{"type":211},{"text":4686,"type":44,"marks":4687},"Phi Hoang",[4688],{"type":24,"attrs":4689},{"href":4690,"uuid":40,"anchor":40,"target":40,"linktype":21},"https://www.linkedin.com/in/phi-hoang-a8689741/",{"type":38,"attrs":4692,"content":4693},{"textAlign":40},[4694],{"text":4695,"type":44},"Brand Experience at Perplexity","Phi",{"type":38,"attrs":4698,"content":4699},{"textAlign":40},[4700],{"text":4701,"type":44}," real pros. They move fast, but they care deeply about quality. And they value artistry. That combination is rare. We skipped the agency formalities. No big presentations, just constant iteration. Slack, Loom, daily reviews. Here's the idea, does it work? They critiqued us, we critiqued them. Real collaboration. Zero bullshit. No egos. Everyone just looked for the best idea in the room.",{"_uid":4703,"media":4704,"layout":1652,"carousel":81,"alignment":151,"component":238,"carousel_interval":239},"37ec12a5-d181-414a-9468-f6604c4c4647",[4705,4713,4721],{"_uid":4706,"image":4707,"video":4711,"component":230,"first_caption":19,"second_caption":19},"fa3f5b6c-b18a-4c2f-bf18-0f9ba155f1a9",{"id":4708,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":4709,"copyright":19,"fieldtype":79,"meta_data":4710,"is_external_url":81},131582574081832,"https://a.storyblok.com/f/287396602024003/1168x838/03662a714a/tm05-slack-still-01.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":4712},{},{"_uid":4714,"image":4715,"video":4719,"component":230,"first_caption":19,"second_caption":19},"7eb9f25e-9e3d-493a-a911-eb955723ffda",{"id":4716,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":4717,"copyright":19,"fieldtype":79,"meta_data":4718,"is_external_url":81},131582574151465,"https://a.storyblok.com/f/287396602024003/1168x838/22dbc0271c/tm05-slack-still-02.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":4720},{},{"_uid":4722,"image":4723,"video":4727,"component":230,"first_caption":19,"second_caption":19},"0f2b4642-7107-4288-8740-1898d521508f",{"id":4724,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":4725,"copyright":19,"fieldtype":79,"meta_data":4726,"is_external_url":81},131582574163754,"https://a.storyblok.com/f/287396602024003/1168x838/d57a18e279/tm05-slack-still-03.png",{},{"id":4728,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":4729,"copyright":19,"fieldtype":79,"meta_data":4730,"is_external_url":81},131626104085039,"https://a.storyblok.com/f/287396602024003/x/8f83afb8a1/tm05-videotest.mov",{},{"_uid":4732,"text":4733,"initials":252,"component":253},"04fc3e70-a0ea-47ac-a13e-15475a3d98de",{"type":35,"content":4734},[4735],{"type":38,"attrs":4736,"content":4737},{"textAlign":40},[4738,4743],{"text":4739,"type":44,"marks":4740},"T",[4741],{"type":47,"attrs":4742},{"color":19},{"text":4744,"type":44},"he launch stirred up criticism online. There were intense opinions about scrolljacking, breaking best practices, all that. Thoughts?",{"_uid":4746,"text":4747,"initials":4312,"component":339,"additional_answer":81},"18174a89-848a-435c-acc5-c4f84599b8ea",{"type":35,"content":4748},[4749,4757,4778],{"type":38,"attrs":4750,"content":4751},{"textAlign":40},[4752,4754,4755,4756],{"text":4753,"type":44},"Yeah, I saw that. Look, those people had no context. They thought this was a marketing site for a finished product. It wasn’t. It was a beginning. A flare gun. We didn’t even see final copy until after we’d handed the website over to their team. And it crushed. The waitlist blew up. Comet became the thing. So yeah, the scroll might have offended someone’s UX purity test, but it did its job. It worked. That’s what matters. ",{"type":211},{"type":211},{"text":316,"type":44},{"type":269,"attrs":4758},{"id":4759,"body":4760},"12bc9b6c-2114-44f1-a55a-3b73593f1122",[4761],{"_uid":4762,"content":4763,"component":310,"anchor_text":4777},"i-d9ba9c8f-b1cb-4cc5-a01d-7c8876e07fdb",{"type":35,"content":4764},[4765],{"type":269,"attrs":4766},{"id":4767,"body":4768},"4966a3a1-5d7e-4709-9c72-3c8fb2769b21",[4769],{"_uid":4770,"image":4771,"video":4775,"component":230,"first_caption":19,"second_caption":19},"i-2d3b3183-f370-4b23-ac81-e2ceb18763d1",{"id":4772,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":4773,"copyright":19,"fieldtype":79,"meta_data":4774,"is_external_url":81},131618590816488,"https://a.storyblok.com/f/287396602024003/1166x832/fa55122cd6/tm05-annotation-05.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":4776},{},"To have haters",{"type":38,"attrs":4779,"content":4780},{"textAlign":40},[4781],{"text":4782,"type":44}," when you're making experimental things is to be expected. There are going to be edge cases where things aren’t perfect. So what I’d say to all the haters is that your hate doesn't scare me. It just doesn't at all. Sorry. We’re not optimizing for safe and boring. Perplexity is the opposite of that. I think they're brilliant. I think, as new tech is emerging, as browsers are getting better and better, there's more possibility around how we can actually market ourselves and activate our audiences in ways that are subversive and centered around storytelling rather than doing a traditional landing page. A lot is changing. Just look at Comet. We’re not going to be perfect but we will be early to new ideas.",{"_uid":4784,"media":4785,"layout":237,"carousel":81,"alignment":151,"component":238,"carousel_interval":239},"2a48cad5-b7f7-4538-8bcb-bf984f39948d",[4786],{"_uid":4787,"image":4788,"video":4792,"component":230,"first_caption":19,"second_caption":19},"44f29929-3a02-463b-9749-b9b2149bfaf5",{"id":4789,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":4790,"copyright":19,"fieldtype":79,"meta_data":4791,"is_external_url":81},131582573856547,"https://a.storyblok.com/f/287396602024003/2358x1560/45f66ec814/tm05-excerpt-still.png",{},{"id":4793,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":4794,"copyright":19,"fieldtype":79,"meta_data":4795,"is_external_url":81},131589706991536,"https://a.storyblok.com/f/287396602024003/x/c1506252dd/tm05-excerpt.mp4",{},{"_uid":4797,"text":4798,"initials":252,"component":253},"7de18fcb-6fa8-4ff1-89cf-49662d0990f4",{"type":35,"content":4799},[4800],{"type":38,"attrs":4801,"content":4802},{"textAlign":40},[4803],{"text":4804,"type":44,"marks":4805},"Anything that didn’t make it into the final result?",[4806],{"type":47,"attrs":4807},{"color":19},{"_uid":4809,"text":4810,"initials":4312,"component":339,"additional_answer":81},"0f1d3be4-5625-4098-b8cc-ea9f865549cb",{"type":35,"content":4811},[4812],{"type":38,"attrs":4813,"content":4814},{"textAlign":40},[4815],{"text":4816,"type":44},"We had this idea early on where the whole site would be a pixel grid, and you’d reveal the content by moving your cursor. Super interactive with layers beneath layers. We were gonna build it in WebGL. But it felt too digital and cold. So we killed it. But the spirit lived on in the window concept it led to.",{"_uid":4818,"media":4819,"layout":1154,"carousel":81,"alignment":151,"component":238,"carousel_interval":239},"3d0aff80-cab9-40b5-bac3-8ad47c982a41",[4820],{"_uid":4821,"image":4822,"video":4826,"component":230,"first_caption":19,"second_caption":19},"9167818a-0ea8-4756-acd7-b7205fac9a51",{"id":4823,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":4824,"copyright":19,"fieldtype":79,"meta_data":4825,"is_external_url":81},131588392400760,"https://a.storyblok.com/f/287396602024003/1168x662/0eeed08c16/tm05-pixel.gif",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":4827},{},{"_uid":4829,"text":4830,"initials":252,"component":253},"eb55a30b-486e-4eba-8a3d-b98eb819cc5f",{"type":35,"content":4831},[4832],{"type":38,"attrs":4833,"content":4834},{"textAlign":40},[4835],{"text":1315,"type":44,"marks":4836},[4837],{"type":47,"attrs":4838},{"color":19},{"_uid":4840,"text":4841,"initials":4312,"component":339,"additional_answer":81},"78699511-9de4-41fe-9f17-7c82a4901852",{"type":35,"content":4842},[4843],{"type":38,"attrs":4844,"content":4845},{"textAlign":40},[4846,4848,4854],{"text":4847,"type":44},"Honestly? Being trusted. Working with a team that actually ",{"text":4849,"type":44,"marks":4850},"wants",[4851,4853],{"type":47,"attrs":4852},{"color":19},{"type":3895},{"text":4855,"type":44}," to take risks. That says yes to weird ideas. That listens. That pushes. That gives a shit. It didn’t matter what we were making. The energy in the room is what what you chase in service-based relationships. That’s the magic.",{"_uid":4857,"text":4858,"initials":252,"component":253},"da01cc87-c6d9-46a7-bfaf-af4f3a1a4a40",{"type":35,"content":4859},[4860],{"type":38,"attrs":4861,"content":4862},{"textAlign":40},[4863],{"text":4864,"type":44,"marks":4865},"What advice would you give to other designers? Or maybe, what did you take away from this yourself?",[4866],{"type":47,"attrs":4867},{"color":19},{"_uid":4869,"text":4870,"initials":4312,"component":339,"additional_answer":81},"9400ce9f-b1df-49b6-95e2-5106ef21273f",{"type":35,"content":4871},[4872,4891],{"type":38,"attrs":4873,"content":4874},{"textAlign":40},[4875,4877,4878,4879,4881,4885,4887,4888,4889],{"text":4876,"type":44},"Yeah, I’ve actually thought a lot about this. And I hope I can say it in a way that resonates. I think the biggest thing is this. As designers, as designers who want to be great, ones who actually care, who give a shit about making the best possible work regardless of the client or timeline or budget — you have to remember that your work matters, but it’s not precious. It’s not eternal.",{"type":211},{"type":211},{"text":4880,"type":44},"There is a shelf life on this stuff. And that’s okay. That has to be okay. ",{"text":4882,"type":44,"marks":4883},"Sometimes your work lives for five days. Sometimes it never launches. That doesn’t mean it didn’t matter. ",[4884],{"type":3355},{"text":4886,"type":44},"You can’t let that discourage you. That’s the hope I want to pass on. Because I get it. I’ve been there. You push so hard, you pour everything into it, and then the client pivots, or the product changes, or it just doesn’t see the light of day. And it’s easy to spiral. You start to think, well, why try so hard? You want to lower your standards. You want to phone it in. But that’s not it.",{"type":211},{"type":211},{"text":4890,"type":44},"The job is to serve a moment. To move something forward. To support what actually matters. In this case, it wasn’t about a beautiful scroll sequence or the cool type interactions — that was the wrapper. The real story is the product itself. Comet. And if Perplexity needs to change gears and build a more traditional, iterative marketing site because the product is evolving fast, that doesn’t invalidate what we did. What we did worked. It made noise. It set the tone.",{"type":38,"attrs":4892,"content":4893},{"textAlign":40},[4894,4896,4900],{"text":4895,"type":44},"So yeah. Make the work amazing, even if it’s temporary. Make it ",{"text":4897,"type":44,"marks":4898},"especially",[4899],{"type":3895},{"text":4901,"type":44}," if it’s temporary. Even if it only lasts a second.",{"_uid":4903,"media":4904,"layout":237,"carousel":81,"alignment":151,"component":238,"carousel_interval":239},"27974703-919c-442c-8e7a-47353657f900",[4905],{"_uid":4906,"image":4907,"video":4911,"component":230,"first_caption":19,"second_caption":19},"1c1e75d7-81ec-4fc2-9c17-471ad338e63d",{"id":4908,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":4909,"copyright":19,"fieldtype":79,"meta_data":4910,"is_external_url":81},131582574303022,"https://a.storyblok.com/f/287396602024003/2360x1560/88257e69ab/tm05-browser-still.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":4912},{},{"_uid":4914,"text":4915,"initials":252,"component":253},"5e0011f3-d72e-4377-ad4d-ee481610d899",{"type":35,"content":4916},[4917],{"type":38,"attrs":4918,"content":4919},{"textAlign":40},[4920],{"text":4921,"type":44,"marks":4922},"One last thing, whose idea was it to put Studio Freight as a browser tab on the site?",[4923],{"type":47,"attrs":4924},{"color":19},{"_uid":4926,"text":4927,"initials":4312,"component":339,"additional_answer":81},"384986cb-b1fc-430d-82d1-8adf66c95665",{"type":35,"content":4928},[4929],{"type":38,"attrs":4930,"content":4931},{"textAlign":40},[4932],{"text":4933,"type":44},"That was Henry. He suggested it as a nod. A little five-minute spotlight moment for us. It was simple, but it felt good. What a good dude.",{"_uid":4935,"size":189,"component":190},"d1769f20-3bb7-4dd0-b4d0-1cfd41cc563b","launching-comet","articles/launching-comet",-30,[],"0b7ca639-0ece-4488-acb4-bcfb680ebbbf","2026-01-07T20:55:09.948Z",[],{"name":4944,"created_at":4945,"published_at":4946,"updated_at":4947,"id":4948,"uuid":4949,"content":4950,"slug":5512,"full_slug":5513,"sort_by_date":40,"position":91,"tag_list":5514,"is_startpage":81,"parent_id":1357,"meta_data":40,"group_id":5515,"first_published_at":5516,"release_id":40,"lang":95,"path":40,"alternates":5517,"default_full_slug":40,"translated_slugs":40},"Designing for Greatness","2025-09-29T20:15:41.915Z","2026-01-27T17:07:30.390Z","2026-01-27T17:07:30.411Z",96204152511800,"1efd9d16-6fc4-4a5c-ad41-fb6daff892bc",{"_uid":4951,"head":4952,"authors":4958,"category":152,"subjects":4975,"component":178,"published_at":5023,"article_color":5024,"article_number":5025,"article_components":5026},"305f908d-7aa9-41c2-b5e2-470ba6469724",[4953],{"_uid":4954,"image":4955,"title":4957,"component":87,"description":4957},"ca88cefe-e46a-48db-950d-a06d376cb2a6",{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":4956},{},"Designing for Greatness with Frictionless",[4959],{"name":116,"created_at":117,"published_at":118,"updated_at":119,"id":120,"uuid":121,"content":4960,"slug":144,"full_slug":145,"sort_by_date":40,"position":146,"tag_list":4973,"is_startpage":81,"parent_id":148,"meta_data":40,"group_id":149,"first_published_at":118,"release_id":40,"lang":95,"path":40,"alternates":4974,"default_full_slug":40,"translated_slugs":40,"_stopResolving":151},{"bio":4961,"_uid":140,"component":141,"last_name":142,"first_name":143,"organization":50},{"type":35,"content":4962},[4963],{"type":38,"attrs":4964,"content":4965},{"textAlign":40},[4966,4967,4972],{"text":129,"type":44},{"text":131,"type":44,"marks":4968},[4969,4971],{"type":47,"attrs":4970},{"color":135},{"type":137},{"text":139,"type":44},[],[],[4976,4999],{"name":4977,"created_at":4978,"published_at":4979,"updated_at":4980,"id":4981,"uuid":4982,"content":4983,"slug":4994,"full_slug":4995,"sort_by_date":40,"position":4150,"tag_list":4996,"is_startpage":81,"parent_id":148,"meta_data":40,"group_id":4997,"first_published_at":4979,"release_id":40,"lang":95,"path":40,"alternates":4998,"default_full_slug":40,"translated_slugs":40,"_stopResolving":151},"Cole Londeree","2025-10-05T00:37:55.686Z","2025-11-21T22:18:34.170Z","2025-11-21T22:18:34.184Z",98038070047043,"d4d66c55-ff75-452c-9c54-5b5e0aa868b1",{"bio":4984,"_uid":4991,"component":141,"last_name":4992,"first_name":4993,"organization":50},{"type":35,"content":4985},[4986],{"type":38,"attrs":4987,"content":4988},{"textAlign":40},[4989],{"text":4990,"type":44},"Cole is a design director at Studio Freight. Her attention to detail can be found in anything she works on from bee keeping to paper sculpting.","3a80326f-3cd9-4e3d-89e7-e98b97e150be","Londeree","Cole","cole-londeree","persons/cole-londeree",[],"886abff8-9810-432a-b00b-77363c557b40",[],{"name":5000,"created_at":5001,"published_at":5002,"updated_at":5003,"id":5004,"uuid":5005,"content":5006,"slug":5017,"full_slug":5018,"sort_by_date":40,"position":3235,"tag_list":5019,"is_startpage":81,"parent_id":148,"meta_data":40,"group_id":5020,"first_published_at":5021,"release_id":40,"lang":95,"path":40,"alternates":5022,"default_full_slug":40,"translated_slugs":40,"_stopResolving":151},"Lídia Santos","2025-10-05T00:38:24.520Z","2025-12-02T16:35:29.320Z","2025-12-02T16:35:29.335Z",98038188142916,"83ed4881-d93c-4a3a-983f-f31b94c5dedc",{"bio":5007,"_uid":5014,"component":141,"last_name":5015,"first_name":5016,"organization":50},{"type":35,"content":5008},[5009],{"type":38,"attrs":5010,"content":5011},{"textAlign":40},[5012],{"text":5013,"type":44},"Lídia is a senior designer at Studio Freight. She loves Bossa Nova and quietly judges anyone who hasn’t realized that life is objectively better in flip-flops.","7cf8a334-0251-4466-bbba-725d895f570c","Santos","Lídia","lidia-santos","persons/lidia-santos",[],"f264ea46-fc26-4d5a-a888-164827121bb3","2025-11-21T22:16:10.953Z",[],"2025-12-01 00:00","#FF601A","3",[5027,5030,5032,5050,5085,5097,5111,5157,5169,5178,5197,5206,5239,5251,5290,5295,5297,5306,5357,5389,5400,5412,5429,5438,5449,5460,5469,5480,5492,5501,5510],{"_uid":5028,"title":4957,"component":185,"title_highlight":5029},"be1d5f00-2827-44fd-be12-6615e8f52acc","Greatness",{"_uid":5031,"size":189,"component":190},"e43f5a03-cdfb-4bf6-8034-215f30c6cd67",{"_uid":5033,"text":5034,"component":218},"a7fdafe5-189a-47dc-bf87-32bcf96ce97f",{"type":35,"content":5035},[5036],{"type":38,"attrs":5037,"content":5038},{"textAlign":40},[5039,5044,5046,5047,5048],{"text":5040,"type":44,"marks":5041},"Frictionless Capital ",[5042],{"type":47,"attrs":5043},{"color":19},{"text":5045,"type":44},"isn’t loud but they’re not afraid to speak up. A small fund by design, they make their calls early, well before the crowd has caught on. Founders Logan Jastremski and Diego Pérez de Ayala had built a reputation for seeing what others missed by reasoning from technical first principles.",{"type":211},{"type":211},{"text":5049,"type":44},"They came to Studio Freight looking to make the brand as resonant as their thinking. Design director Cole Londeree and senior designer Lídia Santos led the rebrand — carefully reshaping how the firm shows up in the world, from identity to digital. 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And wrapping it with building the case study. I worked closely with Cole throughout the project, while Evan joined us midway focusing on web design elements. On the development side, Dallen and Shelby led the effort to bring the website to life.",{"type":211},{"type":211},{"text":5109,"type":44},"What really stood out to me was the very intentional energy and attitude the Frictionless team wanted to bring — one that was rooted in the world of sports, inspired by the Mamba mentality and a sense of greatness and resilience. That mindset clicked with me personally, which made diving into this quite natural and exciting.","LS",{"_uid":5112,"text":5113,"initials":5156,"component":339,"additional_answer":151},"c54057c9-824f-4ba2-b8d2-98cecee9f735",{"type":35,"content":5114},[5115,5124,5151],{"type":38,"attrs":5116,"content":5117},{"textAlign":40},[5118,5120,5121,5122],{"text":5119,"type":44},"My role was to both oversee and actively create the work. This is part of every project at Studio Freight — all levels of designers are “pushing pixels.” Together with Lídia, I led the client from initial research and discovery to concept ideation and execution. ",{"type":211},{"type":211},{"text":5123,"type":44},"What struck me about our ",{"type":269,"attrs":5125},{"id":5126,"body":5127},"38c19f76-c36d-4ac5-a8ca-04c8f87d3350",[5128],{"_uid":5129,"content":5130,"component":310,"anchor_text":5150},"i-2eb59c01-60d0-4464-a44a-c18c4c715334",{"type":35,"content":5131},[5132,5134,5146],{"type":38,"attrs":5133},{"textAlign":40},{"type":269,"attrs":5135},{"id":5136,"body":5137},"0a5c22ec-0ef1-4e78-a98b-3327477fc3ae",[5138],{"_uid":5139,"image":5140,"video":5144,"component":230,"first_caption":19,"second_caption":19},"i-96f42608-8eb9-4f9f-9a55-1e4a83a1c243",{"id":5141,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":5142,"copyright":19,"fieldtype":79,"meta_data":5143,"is_external_url":81},114230281287561,"https://a.storyblok.com/f/287396602024003/1748x2185/ef3ccd1355/tm-annotation-01.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":5145},{},{"type":38,"attrs":5147,"content":5148},{"textAlign":40},[5149],{"type":211},"initial conversations",{"type":38,"attrs":5152,"content":5153},{"textAlign":40},[5154],{"text":5155,"type":44}," with the Frictionless team was their desire to create something elegant, refined, and altogether different from others in their space. They were willing to take a highly conceptual approach, defying category in favor of allegorical parallels like sports, art history, and space exploration. Anything that stretched the limits of human accomplishment was on the table.","CL",{"_uid":5158,"text":5159,"initials":252,"component":253},"d97099de-474d-430e-a9d4-afe4495019a6",{"type":35,"content":5160},[5161],{"type":38,"attrs":5162,"content":5163},{"textAlign":40},[5164],{"text":5165,"type":44,"marks":5166},"What would say was the conceptual center of this work and where did it come from?",[5167],{"type":47,"attrs":5168},{"color":19},{"_uid":5170,"text":5171,"initials":5110,"component":339,"additional_answer":81},"ddaa4438-f4a9-4497-b42f-03f9157e7703",{"type":35,"content":5172},[5173],{"type":38,"attrs":5174,"content":5175},{"textAlign":40},[5176],{"text":5177,"type":44},"Right at the beginning of the project, when we were still figuring out how to connect the world of investing with a bigger sense of greatness and courage, we put together a moodboard exploring what we called 'codes to greatness' — things like history icons, objects that convey precision, and artworks that really embodied that feeling. 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They’ve stuck to their guns when their predictions were unpopular (but ultimately accurate, see Solana), and identify as “truth-seekers in an industry dominated by bias narratives.” It was this defiance that drove the conceptual narrative of the brand. It gave us permission to be brash, distinctive, and even bullish with our initial moodboards. 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First, portraying companies that invest in the blockchain space can be tricky, since there's not really a clear subject matter or visual language for what they do. Instead, we leaned into more abstract themes like resilience, unity, and movement to represent their values.",{"type":211},{"type":211},{"text":5263,"type":44},"Second, we were asked to include photos of their ",{"type":269,"attrs":5265},{"id":5266,"body":5267},"1b60fd16-fca0-48f6-b335-48cddbd43e92",[5268],{"_uid":5269,"content":5270,"component":310,"anchor_text":5284},"i-119aec7b-6c90-4775-9175-bd1b6e84ada4",{"type":35,"content":5271},[5272],{"type":269,"attrs":5273},{"id":5274,"body":5275},"50448a43-e158-4f5f-a583-3f885ef3d6e0",[5276],{"_uid":5277,"image":5278,"video":5282,"component":230,"first_caption":19,"second_caption":19},"i-da18e8a3-95e3-4286-9754-02902d0662e8",{"id":5279,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":5280,"copyright":19,"fieldtype":79,"meta_data":5281,"is_external_url":81},112508288450273,"https://a.storyblok.com/f/287396602024003/584x584/b3e51ca550/tm03-annotation-02.gif",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":5283},{},"portfolio founders.",{"type":38,"attrs":5286,"content":5287},{"textAlign":40},[5288],{"text":5289,"type":44}," That can sometimes lead to inconsistency, since the image quality, lighting, and resolution can vary a lot. To solve that, we applied a visual treatment across all the photos, which helped bringing everything into the same visual language, while making the overall presentation feel more cohesive.",{"_uid":5291,"name":5000,"role":5292,"text":5293,"align":986,"component":987,"text_highlight":5294},"4815f846-43b9-422e-a783-f17be426d343","Senior Designer","we leaned into more abstract themes like resilience, unity, and movement to represent their values.","RESILIENCE, UNITY, AND MOVEMENT",{"_uid":5296,"size":189,"component":190},"6ba4b7a5-e754-4a9d-a274-0d1d8d11bb32",{"_uid":5298,"text":5299,"initials":5156,"component":339,"additional_answer":151},"b4724503-9e96-4eac-ae6c-5d0f64049b32",{"type":35,"content":5300},[5301],{"type":38,"attrs":5302,"content":5303},{"textAlign":40},[5304],{"text":5305,"type":44},"Visually depicting blockchain, specifically blockchain investment, was our biggest challenge. We didn’t feel that an illustrative approach (e.g. 3D renderings of blocks or tech imagery) would align with the teams defiant, category-bending ethos. Instead we embraced symbolism, creating a library of photographs that tonally depicted speed, growth, humanity and connection.",{"_uid":5307,"media":5308,"layout":690,"carousel":151,"alignment":151,"component":238,"carousel_interval":239,"show_index_indicator":81},"e1c55fd5-145d-48ed-ba69-f51e56651daf",[5309,5317,5325,5333,5341,5349],{"_uid":5310,"image":5311,"video":5315,"component":230},"bf78f30b-d2ce-4465-af4d-be26aa8c9b04",{"id":5312,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":5313,"copyright":19,"fieldtype":79,"meta_data":5314,"is_external_url":81},112508288016087,"https://a.storyblok.com/f/287396602024003/584x366/02138568ee/tm03-midjourney-01.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":5316},{},{"_uid":5318,"image":5319,"video":5323,"component":230},"e9984ee4-25cf-4105-8800-3ced523f9f91",{"id":5320,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":5321,"copyright":19,"fieldtype":79,"meta_data":5322,"is_external_url":81},112508288446176,"https://a.storyblok.com/f/287396602024003/583x528/266e0fa416/tm03-midjourney-02.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":5324},{},{"_uid":5326,"image":5327,"video":5331,"component":230,"first_caption":19,"second_caption":19},"e4730dd9-8e6a-4164-a9f8-354110239a7d",{"id":5328,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":5329,"copyright":19,"fieldtype":79,"meta_data":5330,"is_external_url":81},114229498816371,"https://a.storyblok.com/f/287396602024003/584x366/3f022011f5/tm03-midjourney-03.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":5332},{},{"_uid":5334,"image":5335,"video":5339,"component":230,"first_caption":19,"second_caption":19},"243c252e-d451-4525-81a2-77643536b387",{"id":5336,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":5337,"copyright":19,"fieldtype":79,"meta_data":5338,"is_external_url":81},112508288446175,"https://a.storyblok.com/f/287396602024003/583x528/e542393630/tm03-midjourney-04.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":5340},{},{"_uid":5342,"image":5343,"video":5347,"component":230,"first_caption":19,"second_caption":19},"0725dfc2-e1a4-46bc-a5bf-1069bebc9c9e",{"id":5344,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":5345,"copyright":19,"fieldtype":79,"meta_data":5346,"is_external_url":81},112508288442077,"https://a.storyblok.com/f/287396602024003/584x366/47a704325a/tm03-midjourney-05.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":5348},{},{"_uid":5350,"image":5351,"video":5355,"component":230,"first_caption":19,"second_caption":19},"17086337-b2fe-46f4-b289-bc9dd6096691",{"id":5352,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":5353,"copyright":19,"fieldtype":79,"meta_data":5354,"is_external_url":81},112508288450274,"https://a.storyblok.com/f/287396602024003/583x528/2797c70561/tm03-midjourney-06.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":5356},{},{"_uid":5358,"text":5359,"initials":5110,"component":339,"additional_answer":81},"52e156fe-a936-4677-8933-fa427822144c",{"type":35,"content":5360},[5361,5366,5384],{"type":38,"attrs":5362,"content":5363},{"textAlign":40},[5364],{"text":5365,"type":44},"Photography is one of those elements that can easily fly under the radar but we put a lot of thought into making sure it carried that same resilient, visionary, and courageous attitude we were bringing to the brand. Since a good portion of the imagery was generated in Midjourney, ",{"type":269,"attrs":5367},{"id":5368,"body":5369},"38297c80-591b-463e-a883-76b50afa600f",[5370],{"_uid":5371,"content":5372,"component":310,"anchor_text":5383},"i-b333c49f-d456-44b2-b5a7-97b33bb7083c",{"type":35,"content":5373},[5374],{"type":38,"attrs":5375,"content":5376},{"textAlign":40},[5377],{"text":5378,"type":44,"marks":5379},"Midjourney prompt: A grainy, high-contrast, abstract black and white stroboscopic photograph of a bird in flight. The image showcases multiple exposure frames, capturing each stage of the wings with precise spacing. The bird's figure is enirely abstracted and ghostly due to motion blur. The scene is set against a dark background, enhancing the dramatic lighting and high-contrast effect. The photo evokes the style of early 20th-century motion studies by Harold Edgerton. Cinematic, highly detailed, photorealistic.",[5380],{"type":47,"attrs":5381},{"color":5382},"#2E3038","a lot of time also went into creating the right prompts",{"type":38,"attrs":5385,"content":5386},{"textAlign":40},[5387],{"text":5388,"type":44}," to get visuals that felt intentional and aligned with the overall vibe.",{"_uid":5390,"media":5391,"layout":237,"carousel":81,"alignment":151,"component":238,"carousel_interval":239},"ae83bb07-1ddd-4c07-8268-ccd6ae9d9dc9",[5392],{"_uid":5393,"image":5394,"video":5398,"component":230,"first_caption":19,"second_caption":19},"46ac87fc-dac3-4c45-a283-ad52310a0a0d",{"id":5395,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":5396,"copyright":19,"fieldtype":79,"meta_data":5397,"is_external_url":81},114235154397262,"https://a.storyblok.com/f/287396602024003/2358x1404/82b92222c1/tm03-annotation-03.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":5399},{},{"_uid":5401,"text":5402,"initials":252,"component":253},"e28e9927-c33c-4d12-b20b-9100753ef54c",{"type":35,"content":5403},[5404],{"type":38,"attrs":5405,"content":5406},{"textAlign":40},[5407],{"text":5408,"type":44,"marks":5409},"Were there any decisions that felt odd or wrong at first, but led to something?",[5410],{"type":47,"attrs":5411},{"color":19},{"_uid":5413,"text":5414,"initials":5110,"component":339,"additional_answer":81},"50ff6cfa-c84a-4272-8d37-a4ee7bcf32d0",{"type":35,"content":5415},[5416],{"type":38,"attrs":5417,"content":5418},{"textAlign":40},[5419,5421,5427],{"text":5420,"type":44},"Using a script font felt pretty unexpected and unfamiliar at first — definitely outside the usual playbook of investment companies but it ended up being a key part of the brand identity (props to Cole for that call). It was one of those bold choices that really aligned with Frictionless’s motto: ",{"text":5422,"type":44,"marks":5423},"Frictionless is willing to do unpopular things.",[5424,5426],{"type":47,"attrs":5425},{"color":19},{"type":3895},{"text":5428,"type":44}," It pushed the brand in a direction that felt distinctive and confident.",{"_uid":5430,"text":5431,"initials":5156,"component":339,"additional_answer":151},"e636d021-e6f5-43c5-993b-b17328acdc3b",{"type":35,"content":5432},[5433],{"type":38,"attrs":5434,"content":5435},{"textAlign":40},[5436],{"text":5437,"type":44},"In addition to the script, our restraint with color was an initial challenge. To lean into desaturated photography united our image library, but it meant we had to sustain visual interest in other ways. The minimalist palette gave us a clean slate for experimental typography and sparing pops of our accent color.",{"_uid":5439,"media":5440,"layout":1154,"alignment":151,"component":238},"d0a53414-831d-4b81-b855-88c8dd20cfa5",[5441],{"_uid":5442,"image":5443,"video":5447,"component":230,"first_caption":19},"944ba476-5605-4a44-9f7c-4183916cc4cd",{"id":5444,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":5445,"copyright":19,"fieldtype":79,"meta_data":5446,"is_external_url":81},113547403821620,"https://a.storyblok.com/f/287396602024003/1920x1080/f871cad30d/tm03-guidelines-01.gif",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":5448},{},{"_uid":5450,"text":5451,"initials":252,"component":253},"b69f3b43-6bbc-4265-8339-222958718fb2",{"type":35,"content":5452},[5453],{"type":38,"attrs":5454,"content":5455},{"textAlign":40},[5456],{"text":1163,"type":44,"marks":5457},[5458],{"type":47,"attrs":5459},{"color":19},{"_uid":5461,"text":5462,"initials":5156,"component":339,"additional_answer":81},"ed7a4723-3afe-4013-8ffe-dc81f380c547",{"type":35,"content":5463},[5464],{"type":38,"attrs":5465,"content":5466},{"textAlign":40},[5467],{"text":5468,"type":44},"One of our initial moodboards used Greco-Roman imagery, and as a lover of art history this would have been a dream. Ultimately we leaned away from that in favor of more modern photography, but I am still so proud of where we landed. I’ll save the Venus de Milo for another project.",{"_uid":5470,"media":5471,"layout":237,"carousel":151,"alignment":151,"component":238},"b13154c5-be93-4dfa-ab44-01519f8b067f",[5472],{"_uid":5473,"type":19,"image":5474,"video":5478,"component":230},"8c3eea8f-312d-4ebc-974a-499281f351a6",{"id":5475,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":5476,"copyright":19,"fieldtype":79,"meta_data":5477,"is_external_url":81},114235748825172,"https://a.storyblok.com/f/287396602024003/2358x1404/e19a91b6fd/tm03-milo-01.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":5479},{},{"_uid":5481,"text":5482,"initials":252,"component":253},"5840ef8d-6ef4-48c5-96c6-07774898fd88",{"type":35,"content":5483},[5484],{"type":38,"attrs":5485,"content":5486},{"textAlign":40},[5487],{"text":5488,"type":44,"marks":5489},"Well, I’m really proud of the work you did. Thank you for the care and attention you put into it. What part of the project was most satisfying?",[5490],{"type":47,"attrs":5491},{"color":19},{"_uid":5493,"text":5494,"initials":5110,"component":339,"additional_answer":81},"744a5253-0321-432d-a104-bfc41d7fe9ab",{"type":35,"content":5495},[5496],{"type":38,"attrs":5497,"content":5498},{"textAlign":40},[5499],{"text":5500,"type":44},"The Frictionless team was quite inspiring on their own, but seeing young founders taking the leap and trusting us to create something visually original was quite enjoyable. That kind of collaboration made the whole process smooth.",{"_uid":5502,"text":5503,"initials":5156,"component":339,"additional_answer":151},"db993521-6053-4235-837c-70fa2a271390",{"type":35,"content":5504},[5505],{"type":38,"attrs":5506,"content":5507},{"textAlign":40},[5508],{"text":5509,"type":44},"Developing a relationship of trust with a client is one of the most satisfying parts of my role. For many small teams, the decision to engage with an agency like ours is a vulnerable moment. Behind every project is years of personal investment. We don’t take that lightly. So to arrive at a point where a client is willing to take risks based on our expertise is very fulfilling.",{"_uid":5511,"size":189,"component":190},"61472501-33d1-4bb0-9fb9-477120268ada","designing-for-greatness","articles/designing-for-greatness",[],"47129ce9-a16e-43df-996d-ce859d69d7f0","2025-09-30T00:32:14.413Z",[],{"name":5519,"created_at":5520,"published_at":5521,"updated_at":5522,"id":5523,"uuid":5524,"content":5525,"slug":6477,"full_slug":6478,"sort_by_date":40,"position":6479,"tag_list":6480,"is_startpage":81,"parent_id":1357,"meta_data":40,"group_id":6481,"first_published_at":6482,"release_id":40,"lang":95,"path":40,"alternates":6483,"default_full_slug":40,"translated_slugs":40},"Pro Moves","2025-09-30T18:07:56.050Z","2025-12-15T15:43:19.034Z","2025-12-15T15:43:19.074Z",96526647524313,"7a29b7d3-90a7-4adb-8976-c99a003b3ce1",{"_uid":5526,"head":5527,"authors":5535,"category":2211,"subjects":5536,"component":178,"published_at":5553,"article_color":5554,"article_number":5555,"article_components":5556},"0e5e9cfd-c909-4a2d-b9d8-601deae2aca8",[5528],{"_uid":5529,"image":5530,"title":5532,"favicon":5533,"component":87,"description":5532},"7f55085e-8d20-4219-bb92-eafeffaccfd9",{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":5531},{},"Pro Moves for Moving People & Projects Forward",{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":5534},{},[],[5537],{"name":116,"created_at":117,"published_at":118,"updated_at":119,"id":120,"uuid":121,"content":5538,"slug":144,"full_slug":145,"sort_by_date":40,"position":146,"tag_list":5551,"is_startpage":81,"parent_id":148,"meta_data":40,"group_id":149,"first_published_at":118,"release_id":40,"lang":95,"path":40,"alternates":5552,"default_full_slug":40,"translated_slugs":40,"_stopResolving":151},{"bio":5539,"_uid":140,"component":141,"last_name":142,"first_name":143,"organization":50},{"type":35,"content":5540},[5541],{"type":38,"attrs":5542,"content":5543},{"textAlign":40},[5544,5545,5550],{"text":129,"type":44},{"text":131,"type":44,"marks":5546},[5547,5549],{"type":47,"attrs":5548},{"color":135},{"type":137},{"text":139,"type":44},[],[],"2025-11-05 00:00","#BAFCB5","2",[5557,5560,5562,5599,5610,5612,5739,5743,5745,5770,5781,5807,5833,5859,5885,5911,5937,5963,5989,6015,6041,6106,6132,6158,6184,6241,6267,6293,6319,6345,6371,6397,6423,6449,6475],{"_uid":5558,"title":5532,"component":185,"title_highlight":5559},"11b0c04b-37bb-42f1-b660-52b78748d3d5","Pro Moves For",{"_uid":5561,"size":189,"component":190},"b495d3de-40e9-4679-8074-d49dacc35893",{"_uid":5563,"text":5564,"component":218},"01e3e126-a04a-464b-b0c0-bb1d39868a98",{"type":35,"content":5565},[5566],{"type":38,"attrs":5567,"content":5568},{"textAlign":40},[5569,5571,5576,5577,5581,5586,5590,5594],{"text":5570,"type":44},"L",{"text":5572,"type":44,"marks":5573},"et’s talk about the other half of being a creative professional. The part that has nothing to do with moving pixels (or words or code) and everything to do with moving people.",[5574],{"type":47,"attrs":5575},{"color":19},{"type":211},{"type":211,"marks":5578},[5579],{"type":47,"attrs":5580},{"color":19},{"text":5582,"type":44,"marks":5583},"Success as a designer, writer, or developer isn’t just about making great work but managing the conditions to do great work. And often, it comes down to how well we can unite and guide others, especially our clients.",[5584],{"type":47,"attrs":5585},{"color":19},{"type":211,"marks":5587},[5588],{"type":47,"attrs":5589},{"color":19},{"type":211,"marks":5591},[5592],{"type":47,"attrs":5593},{"color":19},{"text":5595,"type":44,"marks":5596},"This is a recounting of the “pro moves” shared with the Studio Freight team that make projects more successful and enjoyable for our collaborators, our clients, and ourselves. And, for the love of god, increase the odds that our efforts actually make it into the world as intended. Many may seem obvious but if even one of these serves as a useful reminder, this was worth it.",[5597],{"type":47,"attrs":5598},{"color":19},{"_uid":5600,"media":5601,"layout":237,"carousel":81,"alignment":151,"component":238,"carousel_interval":239},"77710d9d-7198-4fb7-befe-877fc63343ee",[5602],{"_uid":5603,"image":5604,"video":5608,"component":230,"first_caption":19,"second_caption":19},"f302314f-664f-4f91-a7f3-de4843ce9d95",{"id":5605,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":5606,"copyright":19,"fieldtype":79,"meta_data":5607,"is_external_url":81},118807387953125,"https://a.storyblok.com/f/287396602024003/2358x1404/0e2e2af15b/tm02-hero-01.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":5609},{},{"_uid":5611,"size":189,"component":190},"3e93c4a5-2965-48bd-b475-1be2b4e1465c",{"_uid":5613,"text":5614,"component":38},"6ba0e3d0-90a9-4123-a4b2-cd3a5162ec79",{"type":35,"content":5615},[5616,5624,5657,5667,5687,5710,5731],{"type":38,"attrs":5617,"content":5618},{"textAlign":40},[5619],{"text":5620,"type":44,"marks":5621},"But first things first. We can’t have a proper talk about collaboration without talking about people. Because collaboration is like the most ",[5622],{"type":47,"attrs":5623},{"color":209},{"type":269,"attrs":5625},{"id":5626,"body":5627},"eb44a948-b627-4bb5-87de-14bbeddb1aa3",[5628],{"_uid":5629,"content":5630,"component":310,"anchor_text":5656},"i-005211c1-401f-4596-a8c4-9037583732d0",{"type":35,"content":5631},[5632],{"type":38,"attrs":5633,"content":5634},{"textAlign":40},[5635,5640,5641,5642,5647,5651],{"text":5636,"type":44,"marks":5637},"“Sapiens can cooperate in extremely flexible ways with countless numbers of strangers. That's why Sapiens rule the world, whereas ants eat \u2028our leftovers and chimps are locked up in zoos and research laboratories.”",[5638],{"type":47,"attrs":5639},{"color":19},{"type":211},{"type":211},{"text":5643,"type":44,"marks":5644},"Yuval Noah Harari",[5645],{"type":47,"attrs":5646},{"color":19},{"type":211,"marks":5648},[5649],{"type":47,"attrs":5650},{"color":19},{"text":5652,"type":44,"marks":5653},"Sapiens",[5654],{"type":47,"attrs":5655},{"color":19},"human thing we do.",{"type":38,"attrs":5658,"content":5659},{"textAlign":40},[5660,5661,5662],{"type":211},{"type":211},{"text":5663,"type":44,"marks":5664},"Now, I like people (and you do too, at least some of them). But here’s the thing. People can be unpredictable, unreasonable, and even unbearable. People, for all their brilliance, are also confounding variables in any endeavor — ",[5665],{"type":47,"attrs":5666},{"color":209},{"type":269,"attrs":5668},{"id":5626,"body":5669},[5670],{"_uid":5671,"content":5672,"component":310,"anchor_text":5686},"i-29045695-202d-43d7-873a-670c8ecaa5e2",{"type":35,"content":5673},[5674],{"type":269,"attrs":5675},{"id":5676,"body":5677},"7bba2bec-521d-4486-8a3b-6e0b5065ca10",[5678],{"_uid":5679,"image":5680,"video":5684,"component":230,"first_caption":19,"second_caption":19},"i-b7fc5ace-85a0-45d5-87db-0d117b7714d4",{"id":5681,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":5682,"copyright":19,"fieldtype":79,"meta_data":5683,"is_external_url":81},113867970036959,"https://a.storyblok.com/f/287396602024003/1168x832/5c10ae059f/tm02-annotation-02.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":5685},{},"you never know what you’re gonna get.",{"type":38,"attrs":5688,"content":5689},{"textAlign":40},[5690,5696,5701,5705],{"text":5691,"type":44,"marks":5692}," For just a minute, let’s reminisce on some reminders about the paradoxes of people.",[5693],{"type":47,"attrs":5694},{"color":5695},"#3B3B3B",{"type":211,"marks":5697},[5698],{"type":47,"attrs":5699},{"color":5700},"unset",{"type":211,"marks":5702},[5703],{"type":47,"attrs":5704},{"color":5700},{"text":5706,"type":44,"marks":5707},"They want to fit in and stand out. They rarely appreciate what they don’t understand. They listen best when they feel heard. They like collaboration until it means compromise. They often unwittingly choose ",[5708],{"type":47,"attrs":5709},{"color":5695},{"type":269,"attrs":5711},{"id":5712,"body":5713},"602f2916-755a-4e3e-aa63-16cc5913186b",[5714],{"_uid":5715,"content":5716,"component":310,"anchor_text":5730},"i-6af713f4-eacc-4652-9197-f3b8a54f5982",{"type":35,"content":5717},[5718],{"type":269,"attrs":5719},{"id":5720,"body":5721},"61b38fe8-0de4-4e3b-9cf1-5a940814d34d",[5722],{"_uid":5723,"image":5724,"video":5728,"component":230,"first_caption":19,"second_caption":19},"i-26ad5244-e399-42c2-8664-273159ffbc2e",{"id":5725,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":5726,"copyright":19,"fieldtype":79,"meta_data":5727,"is_external_url":81},118851623869211,"https://a.storyblok.com/f/287396602024003/1166x832/cedb393005/tm02-annotation-03.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":5729},{},"unhappiness over uncertainty.",{"type":38,"attrs":5732,"content":5733},{"textAlign":40},[5734],{"text":5735,"type":44,"marks":5736}," They can create meaning from nothing. They mistake feelings for feedback. They want clarity but mourn mystery when it’s gone.",[5737],{"type":47,"attrs":5738},{"color":5695},{"_uid":5740,"name":19,"role":19,"text":5741,"align":986,"component":987,"text_highlight":5742},"597129fa-8b7d-459d-9cc0-341bcbeb4875","They want clarity but mourn mystery when it's gone.","Mourn Mystery",{"_uid":5744,"size":189,"component":190},"4440b25f-283a-4ed3-a8b3-049bb7365f3b",{"_uid":5746,"text":5747,"component":38},"47bd57b6-981f-4489-9d85-3d849629f316",{"type":35,"content":5748},[5749],{"type":38,"attrs":5750,"content":5751},{"textAlign":40},[5752,5757,5761,5765],{"text":5753,"type":44,"marks":5754},"They want innovation but after someone else proves it works. They say they’re decisive until the decision’s theirs. They turn accidents into breakthroughs. They use rational words to describe emotional reasons. They love immediate gratification. They are forgetful and easily distracted. They underestimate the specifics of reality. They like people who help them… you get it.",[5755],{"type":47,"attrs":5756},{"color":5695},{"type":211,"marks":5758},[5759],{"type":47,"attrs":5760},{"color":5695},{"type":211,"marks":5762},[5763],{"type":47,"attrs":5764},{"color":5695},{"text":5766,"type":44,"marks":5767},"People can be delightful and crucial and complicated and contradictory, and working closely with many of them is the blessing and the curse of our vocation.",[5768],{"type":47,"attrs":5769},{"color":5695},{"_uid":5771,"media":5772,"layout":237,"carousel":81,"alignment":151,"component":238},"70bb2aef-e49e-48f6-ac8c-e12676f0bb18",[5773],{"_uid":5774,"image":5775,"video":5779,"component":230,"first_caption":19,"second_caption":19},"1b99ac77-1761-4c6a-a9c5-fc1617866b3f",{"id":5776,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":5777,"copyright":19,"fieldtype":79,"meta_data":5778,"is_external_url":81},118807387953124,"https://a.storyblok.com/f/287396602024003/2358x1404/a4d482ed71/tm02-hero-02.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":5780},{},{"_uid":5782,"text":5783,"initials":19,"component":339,"additional_answer":81},"7266d102-83b4-4db8-a141-7ac41493912a",{"type":35,"content":5784},[5785],{"type":38,"attrs":5786,"content":5787},{"textAlign":40},[5788,5794,5798,5802],{"text":5789,"type":44,"marks":5790},"At Studio Freight, people (of all kinds) come to us to accomplish a mission. They expect us to lead the way — we can’t be passive collaborators. It’s not enough to do great design or strategy, we have to protect the purpose, progress, and potential of our projects. From start to finish. This is done by managing expectations and emotions… or, people.",[5791],{"type":47,"attrs":5792},{"color":5793},"#797979",{"type":211,"marks":5795},[5796],{"type":47,"attrs":5797},{"color":5793},{"type":211,"marks":5799},[5800],{"type":47,"attrs":5801},{"color":5793},{"text":5803,"type":44,"marks":5804},"These are the “pro moves” for navigating collaborations to successful outcomes. Some are tactical, some are mindset. We use all of these.",[5805],{"type":47,"attrs":5806},{"color":5793},{"_uid":5808,"text":5809,"initials":5832,"component":339,"additional_answer":151},"09e2edec-ee84-403a-bf27-67468f472d42",{"type":35,"content":5810},[5811],{"type":38,"attrs":5812,"content":5813},{"textAlign":40},[5814,5819,5823,5827],{"text":5815,"type":44,"marks":5816},"Begin with the end",[5817],{"type":47,"attrs":5818},{"color":19},{"type":211,"marks":5820},[5821],{"type":47,"attrs":5822},{"color":19},{"type":211,"marks":5824},[5825],{"type":47,"attrs":5826},{"color":19},{"text":5828,"type":44,"marks":5829},"Define the destination, or the outcome you’re after. And point to it often. People are prone to distraction and procrastination. Keep everyone on track for a smoother ride.",[5830],{"type":47,"attrs":5831},{"color":19},"01",{"_uid":5834,"text":5835,"initials":5858,"component":339,"additional_answer":151},"0d2bbff1-3529-403c-8888-5d61ddd2aac7",{"type":35,"content":5836},[5837],{"type":38,"attrs":5838,"content":5839},{"textAlign":40},[5840,5845,5849,5853],{"text":5841,"type":44,"marks":5842},"Present the purpose",[5843],{"type":47,"attrs":5844},{"color":19},{"type":211,"marks":5846},[5847],{"type":47,"attrs":5848},{"color":19},{"type":211,"marks":5850},[5851],{"type":47,"attrs":5852},{"color":19},{"text":5854,"type":44,"marks":5855},"Don’t assume it’s obvious. Every interaction should start with declaring clearly: What are we doing? Why does it matter? What is success? The clearer the purpose, the easier it is for everyone to make good decisions.",[5856],{"type":47,"attrs":5857},{"color":19},"02",{"_uid":5860,"text":5861,"initials":5884,"component":339,"additional_answer":151},"b783e884-5ca5-4835-aa71-5cfc7d023281",{"type":35,"content":5862},[5863],{"type":38,"attrs":5864,"content":5865},{"textAlign":40},[5866,5871,5875,5879],{"text":5867,"type":44,"marks":5868},"End with momentum",[5869],{"type":47,"attrs":5870},{"color":19},{"type":211,"marks":5872},[5873],{"type":47,"attrs":5874},{"color":19},{"type":211,"marks":5876},[5877],{"type":47,"attrs":5878},{"color":19},{"text":5880,"type":44,"marks":5881},"Always end discussions in forward motion. What’s next? Who’s doing what? By when? A clear plan turns agreement into progress. State what you’re going to do, then do it. These are small, easy deposits to bank trust.",[5882],{"type":47,"attrs":5883},{"color":19},"03",{"_uid":5886,"text":5887,"initials":5910,"component":339,"additional_answer":151},"defea3ea-f293-4389-a155-355ed0a4da0e",{"type":35,"content":5888},[5889],{"type":38,"attrs":5890,"content":5891},{"textAlign":40},[5892,5897,5901,5905],{"text":5893,"type":44,"marks":5894},"“We” wins over “me”",[5895],{"type":47,"attrs":5896},{"color":19},{"type":211,"marks":5898},[5899],{"type":47,"attrs":5900},{"color":19},{"type":211,"marks":5902},[5903],{"type":47,"attrs":5904},{"color":19},{"text":5906,"type":44,"marks":5907},"Leverage collective authority. “We think…” carries more weight than “I think…” If a client pushes back on a recommendation, you can say, “We looked at a few angles as a team and this direction consistently rose to the top.” Now it’s not personal, it’s consensus.",[5908],{"type":47,"attrs":5909},{"color":19},"04",{"_uid":5912,"text":5913,"initials":5936,"component":339,"additional_answer":151},"7deab8f1-4f50-4af4-b5f8-cf0197cf1119",{"type":35,"content":5914},[5915],{"type":38,"attrs":5916,"content":5917},{"textAlign":40},[5918,5923,5927,5931],{"text":5919,"type":44,"marks":5920},"Process doesn't equal success",[5921],{"type":47,"attrs":5922},{"color":19},{"type":211,"marks":5924},[5925],{"type":47,"attrs":5926},{"color":19},{"type":211,"marks":5928},[5929],{"type":47,"attrs":5930},{"color":19},{"text":5932,"type":44,"marks":5933},"Know the processes and frameworks sideways, front-ways, and all ways. But treat them as guides, not gospel. Results are what matter. Take shortcuts, follow your gut, bend the rules — but don’t get lost and don’t lose others.",[5934],{"type":47,"attrs":5935},{"color":19},"05",{"_uid":5938,"text":5939,"initials":5962,"component":339,"additional_answer":151},"039bbfd1-15b4-46fa-9bd7-a55b09f75496",{"type":35,"content":5940},[5941],{"type":38,"attrs":5942,"content":5943},{"textAlign":40},[5944,5949,5953,5957],{"text":5945,"type":44,"marks":5946},"Clarity has a voice",[5947],{"type":47,"attrs":5948},{"color":19},{"type":211,"marks":5950},[5951],{"type":47,"attrs":5952},{"color":19},{"type":211,"marks":5954},[5955],{"type":47,"attrs":5956},{"color":19},{"text":5958,"type":44,"marks":5959},"Slack and email are bad for nuance. If it’s sensitive or strategic, pick up the phone. Your tone is more than half the message. People tend to read things like a devil wrote it. You’ll save a lot of time and headache by being quick to talk with your voice.",[5960],{"type":47,"attrs":5961},{"color":19},"06",{"_uid":5964,"text":5965,"initials":5988,"component":339,"additional_answer":151},"d21262e2-ecd4-4977-8b7f-e024bc3f4ad1",{"type":35,"content":5966},[5967],{"type":38,"attrs":5968,"content":5969},{"textAlign":40},[5970,5975,5979,5983],{"text":5971,"type":44,"marks":5972},"Mind your words",[5973],{"type":47,"attrs":5974},{"color":19},{"type":211,"marks":5976},[5977],{"type":47,"attrs":5978},{"color":19},{"type":211,"marks":5980},[5981],{"type":47,"attrs":5982},{"color":19},{"text":5984,"type":44,"marks":5985},"Often it’s not what’s said that’s problematic, it’s how it’s said. Avoid asking “why” — it can trigger defensiveness. Don’t use negative interrogatives (e.g. ”did you not read my message?” or “haven’t you seen this already?”) that sound accusatory or passive-aggressive. Choose language that keeps people open, not defensive.",[5986],{"type":47,"attrs":5987},{"color":19},"07",{"_uid":5990,"text":5991,"initials":6014,"component":339,"additional_answer":151},"d0701874-02fa-4a7b-8c08-dc8f93d7f615",{"type":35,"content":5992},[5993],{"type":38,"attrs":5994,"content":5995},{"textAlign":40},[5996,6001,6005,6009],{"text":5997,"type":44,"marks":5998},"Set the tone",[5999],{"type":47,"attrs":6000},{"color":19},{"type":211,"marks":6002},[6003],{"type":47,"attrs":6004},{"color":19},{"type":211,"marks":6006},[6007],{"type":47,"attrs":6008},{"color":19},{"text":6010,"type":44,"marks":6011},"People tend to reciprocate. It’s hard to be excited when someone else is bummed. If you want the client to be excited, be excited. Better yet, tell them explicitly that you’re excited. Even better, tell them you want them to be excited!",[6012],{"type":47,"attrs":6013},{"color":19},"08",{"_uid":6016,"text":6017,"initials":6040,"component":339,"additional_answer":151},"49bf25f9-6f15-46f5-9806-89b5a1615ea6",{"type":35,"content":6018},[6019],{"type":38,"attrs":6020,"content":6021},{"textAlign":40},[6022,6027,6031,6035],{"text":6023,"type":44,"marks":6024},"Make it make sense",[6025],{"type":47,"attrs":6026},{"color":19},{"type":211,"marks":6028},[6029],{"type":47,"attrs":6030},{"color":19},{"type":211,"marks":6032},[6033],{"type":47,"attrs":6034},{"color":19},{"text":6036,"type":44,"marks":6037},"If something doesn’t make sense, say so. Don’t accept poor rationale or conflicting direction. If you don’t get it now, you’ll just spin your wheels later. “Can you help me understand?” is a power move, not a weakness. Just keep asking until it makes sense.",[6038],{"type":47,"attrs":6039},{"color":19},"09",{"_uid":6042,"text":6043,"initials":6105,"component":339,"additional_answer":151},"934890e9-6153-47b7-b079-3183aa6756e6",{"type":35,"content":6044},[6045,6066,6097],{"type":38,"attrs":6046,"content":6047},{"textAlign":40},[6048,6053,6057,6061],{"text":6049,"type":44,"marks":6050},"Accept disagreement",[6051],{"type":47,"attrs":6052},{"color":19},{"type":211,"marks":6054},[6055],{"type":47,"attrs":6056},{"color":19},{"type":211,"marks":6058},[6059],{"type":47,"attrs":6060},{"color":19},{"text":6062,"type":44,"marks":6063},"“When someone disagrees with you, do not defend yourself. Instead, listen. Ask them to explain, validate their concern, expand on it, and affirm their point of view. Only then will anyone listen to anything you have to say.” ",[6064],{"type":47,"attrs":6065},{"color":19},{"type":269,"attrs":6067},{"id":6068,"body":6069},"49c8ed29-6647-49a2-b430-2a8b28aafb57",[6070],{"_uid":6071,"content":6072,"component":310,"anchor_text":6096},"i-86111d56-91b1-472b-a73b-22a077f26c90",{"type":35,"content":6073},[6074,6086],{"type":269,"attrs":6075},{"id":6076,"body":6077},"ccdd7e62-ac15-496d-b1b9-99007fea1e01",[6078],{"_uid":6079,"image":6080,"video":6084,"component":230,"first_caption":19,"second_caption":19},"i-b3d9f035-30b0-44f7-acd5-2a626878dacd",{"id":6081,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":6082,"copyright":19,"fieldtype":79,"meta_data":6083,"is_external_url":81},113867970028766,"https://a.storyblok.com/f/287396602024003/1168x832/afcb1615e8/tm02-annotation-04.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":6085},{},{"type":38,"attrs":6087,"content":6088},{"textAlign":40},[6089,6090],{"type":211},{"text":6091,"type":44,"marks":6092},"Brian Collins, Collins",[6093],{"type":24,"attrs":6094},{"href":6095,"uuid":40,"anchor":40,"target":55,"linktype":21},"https://wearecollins.com/","Brian Collins",{"type":38,"attrs":6098,"content":6099},{"textAlign":40},[6100],{"text":6101,"type":44,"marks":6102}," wrote this and it’s true.",[6103],{"type":47,"attrs":6104},{"color":19},"10",{"_uid":6107,"text":6108,"initials":6131,"component":339,"additional_answer":151},"bf582b27-5781-4e68-8cca-85c6d9cdb032",{"type":35,"content":6109},[6110],{"type":38,"attrs":6111,"content":6112},{"textAlign":40},[6113,6118,6122,6126],{"text":6114,"type":44,"marks":6115},"Collect input, not answers",[6116],{"type":47,"attrs":6117},{"color":19},{"type":211,"marks":6119},[6120],{"type":47,"attrs":6121},{"color":19},{"type":211,"marks":6123},[6124],{"type":47,"attrs":6125},{"color":19},{"text":6127,"type":44,"marks":6128},"Lead the conversation. Avoid asking clients what they think should be done, instead ask them for input on what you think should be done. Only ask questions that are actually useful to you and seek their expertise to guide your expertise. Do not abdicate your authority.",[6129],{"type":47,"attrs":6130},{"color":19},"11",{"_uid":6133,"text":6134,"initials":6157,"component":339,"additional_answer":151},"bf394c20-1257-410b-949e-943be3e9090c",{"type":35,"content":6135},[6136],{"type":38,"attrs":6137,"content":6138},{"textAlign":40},[6139,6144,6148,6152],{"text":6140,"type":44,"marks":6141},"Own the options",[6142],{"type":47,"attrs":6143},{"color":19},{"type":211,"marks":6145},[6146],{"type":47,"attrs":6147},{"color":19},{"type":211,"marks":6149},[6150],{"type":47,"attrs":6151},{"color":19},{"text":6153,"type":44,"marks":6154},"Stay in the driver’s seat. When faced with uncertainty, you should provide the options for moving forward (you should be good with all of them). Asking others to provide options their domain of expertise is easy yet disastrous.",[6155],{"type":47,"attrs":6156},{"color":19},"12",{"_uid":6159,"text":6160,"initials":6183,"component":339,"additional_answer":151},"b69edc4f-d8e4-488e-9667-f2200f6f0804",{"type":35,"content":6161},[6162],{"type":38,"attrs":6163,"content":6164},{"textAlign":40},[6165,6170,6174,6178],{"text":6166,"type":44,"marks":6167},"Sell your vision in their words",[6168],{"type":47,"attrs":6169},{"color":19},{"type":211,"marks":6171},[6172],{"type":47,"attrs":6173},{"color":19},{"type":211,"marks":6175},[6176],{"type":47,"attrs":6177},{"color":19},{"text":6179,"type":44,"marks":6180},"Pay attention to what your collaborators say matters to them, then describe your solutions with their reasons and language. They’ll fight harder for what they feel ownership over.",[6181],{"type":47,"attrs":6182},{"color":19},"13",{"_uid":6185,"text":6186,"initials":6240,"component":339,"additional_answer":151},"72713448-6ea6-4b1e-bdc2-f5af8dc5ee99",{"type":35,"content":6187},[6188,6209],{"type":38,"attrs":6189,"content":6190},{"textAlign":40},[6191,6196,6200,6204],{"text":6192,"type":44,"marks":6193},"Make cases in threes",[6194],{"type":47,"attrs":6195},{"color":19},{"type":211,"marks":6197},[6198],{"type":47,"attrs":6199},{"color":19},{"type":211,"marks":6201},[6202],{"type":47,"attrs":6203},{"color":19},{"text":6205,"type":44,"marks":6206},"Three supporting points for a solution makes it feel substantial. A Venn diagram composed of three basic ideas tends to have a very unique idea at the center. If you share a great idea, their internal thought is, “That’s smart and interesting.” If you share a second great idea, their internal thought is, “That’s smart and interesting.” If you share a third one, their internal thought, ",[6207],{"type":47,"attrs":6208},{"color":19},{"type":269,"attrs":6210},{"id":6211,"body":6212},"a1685ab6-5533-4652-b839-4832826a4469",[6213],{"_uid":6214,"content":6215,"component":310,"anchor_text":6239},"i-79f46b73-6cef-48a8-91e1-abef696d9a9d",{"type":35,"content":6216},[6217,6229],{"type":269,"attrs":6218},{"id":6219,"body":6220},"a644e5f6-2078-4659-870e-52650801511f",[6221],{"_uid":6222,"image":6223,"video":6227,"component":230,"first_caption":19,"second_caption":19},"i-0cb77a89-18d4-444d-ab7d-af6c15dfb321",{"id":6224,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":6225,"copyright":19,"fieldtype":79,"meta_data":6226,"is_external_url":81},113867970057441,"https://a.storyblok.com/f/287396602024003/1168x832/1e290aa344/tm02-annotation-05.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":6228},{},{"type":38,"attrs":6230,"content":6231},{"textAlign":40},[6232,6233],{"type":211},{"text":6234,"type":44,"marks":6235},"Shaan Puri, My First Million",[6236],{"type":24,"attrs":6237},{"href":6238,"uuid":40,"anchor":40,"target":55,"linktype":21},"https://www.shaanpuri.com/","“Oh, you are smart and interesting.”","14",{"_uid":6242,"text":6243,"initials":6266,"component":339,"additional_answer":151},"faf72e6d-ab16-4d67-aa22-950946fa1471",{"type":35,"content":6244},[6245],{"type":38,"attrs":6246,"content":6247},{"textAlign":40},[6248,6253,6257,6261],{"text":6249,"type":44,"marks":6250},"De-risk big risks",[6251],{"type":47,"attrs":6252},{"color":19},{"type":211,"marks":6254},[6255],{"type":47,"attrs":6256},{"color":19},{"type":211,"marks":6258},[6259],{"type":47,"attrs":6260},{"color":19},{"text":6262,"type":44,"marks":6263},"If you’re going to depart from expectations, don’t let it be a surprise. Soft land ideas early. Warm up the room. Don’t let a big unveil be the first time they’ve seen a wild idea. (Feel like you nailed it and want to present just one concept? Hope on a call before the scheduled one to get buy-in.)",[6264],{"type":47,"attrs":6265},{"color":19},"15",{"_uid":6268,"text":6269,"initials":6292,"component":339,"additional_answer":151},"00621b5a-c172-4f00-86e9-4e68e2af542a",{"type":35,"content":6270},[6271],{"type":38,"attrs":6272,"content":6273},{"textAlign":40},[6274,6279,6283,6287],{"text":6275,"type":44,"marks":6276},"Recruit allies",[6277],{"type":47,"attrs":6278},{"color":19},{"type":211,"marks":6280},[6281],{"type":47,"attrs":6282},{"color":19},{"type":211,"marks":6284},[6285],{"type":47,"attrs":6286},{"color":19},{"text":6288,"type":44,"marks":6289},"Client-side champions matter. Backchannel. Do 1:1s. Share secrets. Whatever it takes to build rapport. It can make all the difference to have an ally who warns of looming trouble and backs you up in big moments.",[6290],{"type":47,"attrs":6291},{"color":19},"16",{"_uid":6294,"text":6295,"initials":6318,"component":339,"additional_answer":151},"dbee89c9-bbfb-4e8e-b36f-8439990a7e71",{"type":35,"content":6296},[6297],{"type":38,"attrs":6298,"content":6299},{"textAlign":40},[6300,6305,6309,6313],{"text":6301,"type":44,"marks":6302},"Shot callers call the shots",[6303],{"type":47,"attrs":6304},{"color":19},{"type":211,"marks":6306},[6307],{"type":47,"attrs":6308},{"color":19},{"type":211,"marks":6310},[6311],{"type":47,"attrs":6312},{"color":19},{"text":6314,"type":44,"marks":6315},"Don’t let the wrong people tell you “no.” Decision-makers make the decisions. Know who actually makes the calls. Anyone else is only offering details — let them weigh in but don’t let them wayside you.",[6316],{"type":47,"attrs":6317},{"color":19},"17",{"_uid":6320,"text":6321,"initials":6344,"component":339,"additional_answer":151},"a881bc11-7357-4e2b-ba85-a9b390ae0306",{"type":35,"content":6322},[6323],{"type":38,"attrs":6324,"content":6325},{"textAlign":40},[6326,6331,6335,6339],{"text":6327,"type":44,"marks":6328},"Listen to behaviors",[6329],{"type":47,"attrs":6330},{"color":19},{"type":211,"marks":6332},[6333],{"type":47,"attrs":6334},{"color":19},{"type":211,"marks":6336},[6337],{"type":47,"attrs":6338},{"color":19},{"text":6340,"type":44,"marks":6341},"Most people avoid confrontation so they don’t speak truthfully. If they say they love it but keep tweaking… they don’t love it. 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They’ll re-emerge when it’s the worst time to try to solve it. ",[6368],{"type":47,"attrs":6369},{"color":19},"19",{"_uid":6372,"text":6373,"initials":6396,"component":339,"additional_answer":151},"718fc38b-d173-462a-a09c-97195aec397c",{"type":35,"content":6374},[6375],{"type":38,"attrs":6376,"content":6377},{"textAlign":40},[6378,6383,6387,6391],{"text":6379,"type":44,"marks":6380},"Lock the doors",[6381],{"type":47,"attrs":6382},{"color":19},{"type":211,"marks":6384},[6385],{"type":47,"attrs":6386},{"color":19},{"type":211,"marks":6388},[6389],{"type":47,"attrs":6390},{"color":19},{"text":6392,"type":44,"marks":6393},"In later stages, get explicit approvals in the room and deliver immediately (don’t open the door to more critique). Workshop things on the spot, item by item, to get sign offs. There comes a point where there’s no new data that will help — it’s just fear or overthinking interrupting progress.",[6394],{"type":47,"attrs":6395},{"color":19},"20",{"_uid":6398,"text":6399,"initials":6422,"component":339,"additional_answer":151},"06a92faf-cbe0-4110-b7bb-85e19521c963",{"type":35,"content":6400},[6401],{"type":38,"attrs":6402,"content":6403},{"textAlign":40},[6404,6409,6413,6417],{"text":6405,"type":44,"marks":6406},"Emotions are keys and locks",[6407],{"type":47,"attrs":6408},{"color":19},{"type":211,"marks":6410},[6411],{"type":47,"attrs":6412},{"color":19},{"type":211,"marks":6414},[6415],{"type":47,"attrs":6416},{"color":19},{"text":6418,"type":44,"marks":6419},"You can open doors you wouldn’t believe by timing your asks. When spirits are high, make bigger asks. When they’re low, don’t force it. Read the room.",[6420],{"type":47,"attrs":6421},{"color":19},"21",{"_uid":6424,"text":6425,"initials":6448,"component":339,"additional_answer":151},"dccffacd-1eee-4659-9ac3-db1a43031249",{"type":35,"content":6426},[6427],{"type":38,"attrs":6428,"content":6429},{"textAlign":40},[6430,6435,6439,6443],{"text":6431,"type":44,"marks":6432},"Ask for trust",[6433],{"type":47,"attrs":6434},{"color":19},{"type":211,"marks":6436},[6437],{"type":47,"attrs":6438},{"color":19},{"type":211,"marks":6440},[6441],{"type":47,"attrs":6442},{"color":19},{"text":6444,"type":44,"marks":6445},"Sometimes people want someone else to take the wheel. You can give them confidence by being confident yourself. Sometimes a “trust me” just works. This one is deceptively simple and effective. Use sparingly.",[6446],{"type":47,"attrs":6447},{"color":19},"22",{"_uid":6450,"text":6451,"initials":6474,"component":339,"additional_answer":151},"b1e10828-0391-49df-abdd-a86305223810",{"type":35,"content":6452},[6453],{"type":38,"attrs":6454,"content":6455},{"textAlign":40},[6456,6461,6465,6469],{"text":6457,"type":44,"marks":6458},"Stand on business",[6459],{"type":47,"attrs":6460},{"color":19},{"type":211,"marks":6462},[6463],{"type":47,"attrs":6464},{"color":19},{"type":211,"marks":6466},[6467],{"type":47,"attrs":6468},{"color":19},{"text":6470,"type":44,"marks":6471},"You’re an expert with a lot of experience. Don’t give away your judgement. Do what it takes to get to a great outcome. Disagree. Negotiate. Compromise. Convince. There are no rules, only consequences.",[6472],{"type":47,"attrs":6473},{"color":19},"23",{"_uid":6476,"size":189,"component":190},"f895b096-dc66-46b5-9520-5eafc75e57da","pro-moves","articles/pro-moves",-10,[],"b7bc0591-94a9-4190-a042-600e710b64ae","2025-09-30T18:08:38.504Z",[],{"name":6485,"created_at":6486,"published_at":6487,"updated_at":6488,"id":6489,"uuid":6490,"content":6491,"slug":7216,"full_slug":7217,"sort_by_date":40,"position":7218,"tag_list":7219,"is_startpage":81,"parent_id":1357,"meta_data":40,"group_id":7220,"first_published_at":7221,"release_id":40,"lang":95,"path":40,"alternates":7222,"default_full_slug":40,"translated_slugs":40},"Shaping a Brand to Smile Back","2025-10-07T18:57:09.160Z","2026-02-05T16:59:06.819Z","2026-02-05T16:59:06.842Z",99016004266913,"9255ceea-7656-4bc8-b5b3-46496945ba19",{"_uid":6492,"head":6493,"authors":6501,"category":152,"subjects":6518,"component":178,"published_at":6543,"article_color":6544,"article_number":6545,"article_components":6546},"ac1edfb4-c954-4051-a94e-86ea01537e85",[6494],{"_uid":6495,"image":6496,"title":6498,"favicon":6499,"component":87,"description":6498},"045ee7e4-add3-424e-9037-8800bb373298",{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":6497},{},"Shaping a Brand to Smile Back ",{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":6500},{},[6502],{"name":116,"created_at":117,"published_at":118,"updated_at":119,"id":120,"uuid":121,"content":6503,"slug":144,"full_slug":145,"sort_by_date":40,"position":146,"tag_list":6516,"is_startpage":81,"parent_id":148,"meta_data":40,"group_id":149,"first_published_at":118,"release_id":40,"lang":95,"path":40,"alternates":6517,"default_full_slug":40,"translated_slugs":40,"_stopResolving":151},{"bio":6504,"_uid":140,"component":141,"last_name":142,"first_name":143,"organization":50},{"type":35,"content":6505},[6506],{"type":38,"attrs":6507,"content":6508},{"textAlign":40},[6509,6510,6515],{"text":129,"type":44},{"text":131,"type":44,"marks":6511},[6512,6514],{"type":47,"attrs":6513},{"color":135},{"type":137},{"text":139,"type":44},[],[],[6519],{"name":6520,"created_at":6521,"published_at":6522,"updated_at":6523,"id":6524,"uuid":6525,"content":6526,"slug":6537,"full_slug":6538,"sort_by_date":40,"position":91,"tag_list":6539,"is_startpage":81,"parent_id":148,"meta_data":40,"group_id":6540,"first_published_at":6541,"release_id":40,"lang":95,"path":40,"alternates":6542,"default_full_slug":40,"translated_slugs":40,"_stopResolving":151},"Jordan Hetzer","2025-09-29T20:24:57.799Z","2025-11-22T17:26:36.609Z","2025-11-22T17:26:36.625Z",96206429402062,"afad66ea-2f6d-4392-b171-91e8c819b40e",{"bio":6527,"_uid":6534,"component":141,"last_name":6535,"first_name":6536,"organization":50},{"type":35,"content":6528},[6529],{"type":38,"attrs":6530,"content":6531},{"textAlign":40},[6532],{"text":6533,"type":44},"Jordan is a lead brand designer at Studio Freight. He loves a mod Pokémon game, anime, and his cat, Ghosty.","dcefa276-5151-494f-8815-7e50e8b7ac3d","Hetzer","Jordan","jordan-hetzer","persons/jordan-hetzer",[],"79313d29-6de5-4441-9ffa-98a7e687742d","2025-11-21T22:21:35.385Z",[],"2025-10-01 00:00","#BAC5FF","1",[6547,6550,6552,6565,6578,6590,6604,6616,6628,6645,6678,6690,6768,6773,6785,6797,6840,6887,6899,6976,7011,7023,7040,7051,7065,7078,7101,7114,7127,7140,7152,7165,7178,7190,7203],{"_uid":6548,"title":6498,"component":185,"title_highlight":6549},"db71831b-a0da-45a2-a9ca-2542ed0d3278","Smile Back",{"_uid":6551,"size":189,"component":190},"9a27cdd0-5de7-407c-9d5c-e10f6e1dbd33",{"_uid":6553,"text":6554,"component":218},"f9631037-9748-437d-a4bb-43fc66c12362",{"type":35,"content":6555},[6556],{"type":38,"attrs":6557,"content":6558},{"textAlign":40},[6559,6561,6562,6563],{"text":6560,"type":44},"Irys is infrastructure, but it doesn’t act like it. Vivid, expressive, and full of motion, the brand challenges every expectation of what blockchain tooling should look and feel like. Underneath it all is serious engineering — data routing, protocol integrations, global scalability — but on the surface, it moves with a bubbling energy.",{"type":211},{"type":211},{"text":6564,"type":44},"Lead designer Jordan Hetzer led the rebrand at Studio Freight, shaping a visual system that could hold both the technical rigor and the creative energy of the Irys team. In conversation with Clayton Fuller, he breaks down the process and ideas behind the project — from Senzu beans to sprites.",{"_uid":6566,"media":6567,"layout":237,"carousel":151,"alignment":151,"component":238},"9c209539-80d1-4cb4-8e1b-00e877c906f6",[6568],{"_uid":6569,"image":6570,"video":6574,"component":230,"first_caption":19,"second_caption":19},"50d539b4-10d8-4572-9f73-d725227f8e3d",{"id":6571,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":6572,"copyright":19,"fieldtype":79,"meta_data":6573,"is_external_url":81},116402958920709,"https://a.storyblok.com/f/287396602024003/3024x2000/56f1365c88/studiofreight-irys-2.png",{},{"id":6575,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":6576,"copyright":19,"fieldtype":79,"meta_data":6577,"is_external_url":81},116342249367562,"https://a.storyblok.com/f/287396602024003/x/5d17b4df71/studiofreight-irys-2.mp4",{},{"_uid":6579,"text":6580,"initials":252,"component":253},"4250ed4b-dc72-48f4-a195-503fe7f77223",{"type":35,"content":6581},[6582],{"type":38,"attrs":6583,"content":6584},{"textAlign":40},[6585],{"text":6586,"type":44,"marks":6587},"Let’s start at the beginning. What was the Irys brand like before we stepped in?",[6588],{"type":47,"attrs":6589},{"color":19},{"_uid":6591,"text":6592,"initials":6603,"component":339,"additional_answer":81},"ba5b6b67-0662-4aa5-874f-d195d9fd4803",{"type":35,"content":6593},[6594],{"type":38,"attrs":6595,"content":6596},{"textAlign":40},[6597,6599,6600,6601],{"text":6598,"type":44},"Honestly? It felt like a placeholder. The site had these little sprite characters floating around, but it was all kind of slapped together. Their in-house illustrator, Nick, had made some cool things, but there wasn’t a real system. And they knew that. They didn’t want us referencing any of the brand tropes they’d landed on already.",{"type":211},{"type":211},{"text":6602,"type":44},"They were really clear on a few things though. They liked brands like Nike and Levi’s. Nike for the energy, the clarity, the stoic confidence. Levi’s because it feels cultural and permanent — less like a brand, more like something you just accept as part of the world. They didn’t want a crypto-looking crypto brand. They wanted something that hit on emotion.","JH",{"_uid":6605,"media":6606,"layout":1154,"carousel":81,"alignment":151,"component":238,"carousel_interval":239},"de3061e7-5fd8-4648-bd3e-5e4bdb3b2802",[6607],{"_uid":6608,"image":6609,"video":6613,"component":230,"first_caption":6615,"second_caption":19},"91f0e173-8587-4bf6-bd2c-9d664d98daa4",{"id":6610,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":6611,"copyright":19,"fieldtype":79,"meta_data":6612,"is_external_url":81},138624839729588,"https://a.storyblok.com/f/287396602024003/2852x2032/e7e8507e55/tm01-website-01.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":6614},{},"Irys Before",{"_uid":6617,"text":6618,"initials":252,"component":253},"824c80ff-66a3-492e-acf6-9071d00fc62a",{"type":35,"content":6619},[6620],{"type":38,"attrs":6621,"content":6622},{"textAlign":40},[6623],{"text":6624,"type":44,"marks":6625},"One of the themes that came up in the early work was nostalgia. What kind were they drawn to?",[6626],{"type":47,"attrs":6627},{"color":19},{"_uid":6629,"text":6630,"initials":6603,"component":339,"additional_answer":81},"4962a99b-caa0-4a5e-bbf1-137c91e3921c",{"type":35,"content":6631},[6632],{"type":38,"attrs":6633,"content":6634},{"textAlign":40},[6635,6637,6643],{"text":6636,"type":44},"Yeah, that was big. But not in the way people usually mean it. This wasn’t like, \"Let’s use a retro font and call it a day.\" It was deeper than that. They were talking about growing up on 90s anime, watching Dragon Ball Z on VHS tapes, sitting on the living room floor with wood-paneled walls. That kind of atmosphere. That’s a specific feeling, not just visual cues but warmth, weirdness, a kind of homemade energy. It wasn’t just an aesthetic. It wasn’t nostalgia as in \"retro typefaces,\" but nostalgia as a ",{"text":6638,"type":44,"marks":6639},"feeling",[6640,6642],{"type":47,"attrs":6641},{"color":19},{"type":3895},{"text":6644,"type":44},". That became the emotional spine of the brand.",{"_uid":6646,"media":6647,"layout":1652,"carousel":81,"alignment":151,"component":238},"b6e0418f-2ab8-4e5f-8a76-440e76987280",[6648,6658,6668],{"_uid":6649,"image":6650,"video":6654,"component":230,"first_caption":6656,"second_caption":6657},"b8df191b-d495-472d-88a1-aee301d489d1",{"id":6651,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":6652,"copyright":19,"fieldtype":79,"meta_data":6653,"is_external_url":81},118769178016207,"https://a.storyblok.com/f/287396602024003/1155x840/e2dd90225f/tm01-moodboards-01a.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":6655},{},"Gear 5","Transformative, Mischievous, Unserious",{"_uid":6659,"image":6660,"video":6664,"component":230,"first_caption":6666,"second_caption":6667},"bf4af0ce-9e93-4fad-ad5e-ea9f06b02bc7",{"id":6661,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":6662,"copyright":19,"fieldtype":79,"meta_data":6663,"is_external_url":81},118769178012109,"https://a.storyblok.com/f/287396602024003/1155x840/1024159115/tm01-moodboards-02a.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":6665},{},"Senzu Bean","Strong, Expressive, Energetic",{"_uid":6669,"image":6670,"video":6674,"component":230,"first_caption":6676,"second_caption":6677},"1674f0f4-9a24-4d80-80bb-0c3ccebca15a",{"id":6671,"alt":19,"name":19,"focus":19,"title":19,"source":19,"filename":6672,"copyright":19,"fieldtype":79,"meta_data":6673,"is_external_url":81},118769178024400,"https://a.storyblok.com/f/287396602024003/1155x840/ce83afd19b/tm01-moodboards-03a.png",{},{"id":40,"alt":40,"name":19,"focus":40,"title":40,"source":40,"filename":19,"copyright":40,"fieldtype":79,"meta_data":6675},{},"Calcifer","Emotive, Trustworthy, Impish",{"_uid":6679,"text":6680,"initials":252,"component":253},"9e49ba9c-e958-4d24-a2bb-c36da362fc87",{"type":35,"content":6681},[6682],{"type":38,"attrs":6683,"content":6684},{"textAlign":40},[6685],{"text":6686,"type":44,"marks":6687},"You showed them three moodboards early on. Can you walk us through those?",[6688],{"type":47,"attrs":6689},{"color":19},{"_uid":6691,"text":6692,"initials":6603,"component":339,"additional_answer":81},"de570cfd-7ce4-405a-bc48-9cad073ad3be",{"type":35,"content":6693},[6694,6710,6759],{"type":38,"attrs":6695,"content":6696},{"textAlign":40},[6697,6699,6700,6701,6703,6704,6705,6707,6708,6709],{"text":6698,"type":44},"Definitely. We knew anime was at the core of their references so each board was a different take on that world.",{"type":211},{"type":211},{"text":6702,"type":44},"“Gear 5” was a nod to One Piece. Luffy’s final form. Mischievous, surreal, transformed. We were thinking low-poly textures, Dreamcast-era vibes, CS1 game design. Type that felt like old Apple fonts, grid-based layouts, a little more structure around the chaos.",{"type":211},{"type":211},{"text":6706,"type":44},"“Calcifer” was softer. More Ghibli-inspired. It had a peaceful weirdness. Textures that felt almost liminal. Everything was meant to evoke calm, but in a slightly uncanny way. 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It was named after the restorative bean from Dragon Ball. That direction was all about type. Flat colors, expressive letterforms, and minimal imagery. It felt clean and confident which tied back to the Nike references. There was no dimensionalization, no 3D worldbuilding. Just strong typography and considered layout.",{"type":211},{"type":211},{"text":6767,"type":44},"And it made sense, too. Their animation team is 2D-based. So we were designing a system that played to their internal strengths. That always matters.",{"_uid":6769,"name":6520,"role":6770,"text":6771,"align":986,"component":987,"text_highlight":6772},"61ebff38-c88c-4e74-8378-91c3dd092ce1","Lead Designer","We were designing a system that played to their internal strengths. 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