The art of design, especially in the realm of branding, is influenced by a potent force known as "Social Proof." A concept that is gaining traction in conversation, chat groups and professional platforms. Here I simply chat about what this is and what it can encapsulate in the world of brand and design.

What the f*ck is a connected brand experience? Simply churning out goods or services ain't gonna cut it anymore. These days, customers want to feel a genuine bond with the companies they buy from – an authentic connection rooted in shared values and a deep understanding of their wants and needs. So we've explored what it takes to craft those vital emotional ties by looking at three Australian brands knocking it out of the park and what you can consider to do the same.

In today's authenticity-driven market, brands are discovering that embracing imperfections and allowing their unique personalities to shine through can forge deeper connections with audiences than striving for generic perfection.

This article explores why well-crafted visual identities are meaningless without an underlying foundation of genuine brand essence, storytelling, and personality woven through the end-to-end customer experience.

In the ever-evolving landscape of business, the traditional sales pitch is losing its charm. “Don’t be a sales pitch ... be a resource” as Anita Siek from [Wordfetti] penned alludes to the fact that brands that adopt a more resourceful approach not only attract new clients but also foster loyalty among existing ones. Let’s dive into why being a resource is the key to sustained success…

In this little nook of Cultivate ... I often field inquiries centered around the services I provide. While my bio says that I’m a creative director and brand strategist, I fully appreciate these titles might not paint a clear picture of my skills, responsibilities, or project scope.

We’ve surpassed the age-old belief that a brand is simply a logo slapped onto products or services. We’ve evolved beyond the basic understanding that branding is confined to colours, fonts and a website that enables you to book or buy something. We also acknowledge that brand loyalty and integrity is driven by experience and building connections, not a high follower count.

So why don’t we talk about it?

Late last year, I jetted off to Melbourne, invited by Fiona Johnston from Peach Business Management to join a campaign called Lifting the Curtain …

In the realm of brand strategy, design, and creative direction, there has always been the debate that revolves around engaging a freelancer versus opting for an agency-model.

Beyond a conventional belief [especially amidst medium-to-large corporate organisations] that bigger is better, a vital revelation is unfolding – the emphasis is shifting from mere skill sets to the paramount importance of forging a meaningful connection with your service provider ... say hello to the solopreneur freelancer.

“I want to be a turkey farmer ... that surprising response to the ‘where do you see yourself in 5 years’ question not only stood out but sparked conversations that allowed me to share more about myself in interviews and pitches.

In the bustling, often hustle-driven landscape of small and medium-sized businesses, managing your brand can feel like extracting a frog from inside a sock. The challenges faced by business owners are all too common and very repetitive if you've even spent 2.7 minutes scrolling through the digital maze.