Hyperakt: “Not really. Everything has a visual identity of one sort or another. The question is how effective and well crafted it is, if it is crafted at all.

Through design, we help people fall in love with brands that make the world a better place. Great design can determine whether someone is excited or not about belonging to a cause, believing in a brand or buying a product. It is a gut reaction, followed by the assumption that if a brand is together enough to present its core ideas elegantly, it is a trustworthy, high quality brand that is likely to succeed. These are the kinds of brands people are excited to connect with and tell a friends about. Apple and Nike have known this for years. The Obama campaign understood this and many grassroots organizations learned that inspiring writing and great design can be catalysts for action.”

It has to make sense. You ideally want to work with a company that is the best in their field or has a common bond with the culture. Since there had been an over saturation of collaborations in the market, it is even more important than ever for our projects to have meaning.