“Pretend you are at the dinner table with a 5-year old and they ask what you do for work. What would you say?”
I have seen people straight up not be able to answer this question. It’s because communicating simply is so much harder than hiding behind jargon. Whether creating positioning, strategy, guidelines, or voice, all brand development starts with stating the simplest truths - and doing it in a way that hasn't already been done before
Cosma Schema, the outer space design agency, brought me in to create brand guidelines for Impossible Aerospace. Cosma Schema and I also recently talked with Inverse about how the SpaceX and NASA brands coexist and challenge each other.