The world deserves more difference today: when I see how even today businesses still choose to underinvest in, neglect, ignore, and underrate the effect of brand image, choosing to go an easy way and simply be average, and unremarkable. I think people today desire more from all.
One way to affect this, is to affect brighter brands, that are built on a clear purpose and acted on with brave and bold action - and which are meaningful, memorable, characterful and actionable - so that we feel a little better about the products and businesses we engage with.
This is why I am here. It's a noble calling, but one which honours my unique view onto the world and a vision for doing something that matters - designing for difference.