Great design doesn’t always mean adding more. Sometimes, it’s about refining what’s already there. This project challenged us to distill something iconic into its simplest form while keeping the emotion and recognition intact. That balance is where great branding lives.

A lot of products add technology just because they can. The best products add technology because it genuinely improves the experience. We recently worked on a project for a smart water bottle with incredible high-tech abilities. But what stood out most to me was how natural all of it felt. Every feature had a clear purpose. That’s usually the difference between products people briefly notice… And products people actually continue using.

For this project, we wanted the packaging to shine as brightly as the products inside. So, we created a fully custom metallic bag designed specifically for Mac’s Dazzle collection. Every small detail in its design worked together to create a reveal that felt intentional and exciting. This is how merch becomes an experience… not an afterthought.

The projects I enjoy most usually have one thing in common: They’re not just appealing in design… they’re interactive. They create a sense of wonder and nostalgia. This project was a reminder that even everyday items can be packed with creativity and surprise. That extra layer is what makes people keep merch.

One thing I’ve noticed working with high-level brands.. The strongest projects rarely begin with conversations about price. They begin with conversations about experience. How should this feel? What makes it memorable? What detail would make someone stop and appreciate it? That's the kind of mindset that determines a project's success.

Some trade show booths attract people. Others keep them there. That was one of the biggest things we considered going into LUXEPACK New York this week. Not just how our booth looked… But how it felt to stand in. How conversations would flow inside it. And how the space could reflect the kind of projects we love creating. That mindset led to some incredible conversations throughout the event. And when those connections continue beyond the trade show floor… That’s when you know something meaningful was built.