With design agencies we often see small, cool, firms-of-the-week that spend much of their time refining a particular style. I think this refinement is often confused with Brand – when in reality they’re not the same (though style can be a component of the overall brand). I think the fashion industry actually demonstrates re-invention well – every season they rethink, reform and present a new view of themselves while keeping their brands intact.

One thing that individuals often seem to forget is focus on brand – it still applies. Brand is not the strict domain of large co’s. Separating the idea of brand and experimentation can actually free an individual to explore ideas and innovations that perhaps seem divergent at first.

Kelly Smith
Curious Office