To design something, whether a logo, a web site, a brand portfolio or a hat is to tap into the deepest part of our humanity. When you design, you are first asking yourself who you are. What you are you capable of. What all of your experiences and beliefs amount to and how they relate to this “thing.” The design of things is something we ponder and process every day subconsciously. We look at advertisements, street signs, trash, landscape, skyscrapers, etc…and we decide if it fits and creates a satisfaction in us, more so than the previous image we faced.
The key is letting your humanity connect with another’s humanity to understand what it is they want to convey about themselves. Call it brand strategy, interactive media, design, art — call it whatever you wish. But at the end of the day, when someone has just slipped on your pair shoes, or visited your web site or glanced at your billboard, your success depends on how deeply your dream has just connected with the consumer’s dream.