Just like dance, originality in branding lies in the expertise of combining aspects in their carefully measured dosage until becoming a something that is completely unique.
In the creation of something new, there is no unique position. Branding, like life, is not static, but rather flows and takes on different forms in space and time. Movement is cadence, trajectory and evolution, whether we create it or whether we adapt to it.
Heat and colour. Pleasure and touch. The senses transform information into perception, our surroundings into experience. What is important is not only what is real, but also what we build around this reality. We create sensations, intangible yet overwhelming.
Major changes are constructed based on tenacity and effort, of the capacity to demand the maximum of our possibilities of ourselves. Practicing and repeating. Expressing and containing. Continually improving the technique and surprising.
Individuality dilutes into links that create invisible ties between those composing a whole. When the spirit of collaboration emerges, the pieces are gradually shaped and complemented, constructing what we aspire to.
We create the appropriate setting to discover and develop all the potential we have and transform it into something great, different, unique. Growth is drive, hope is renewed, opportunities unfold.
Free thought, with no pressures, with no ties, gives meaning to creativity with capacity to imagine, to generate new ideas and to free oneself of prejudices. Following one’s intuition opens up new and relevant paths.
Dance, branding, any form of communication stops being so when it does not provoke emotion, a subjective and intense, uncontrollable and personal reaction. Emotions drive us on to move ourselves, they shake us, enrich us. They develop spirit.
And suddenly, the light appears that guides us towards new solutions and ideas Perhaps they were the muses, perhaps the hours of sleeplessness, perhaps both in equal parts. We inspire ourselves to inspire, to create extraordinary things that come from the heart and soul.