FROM THE DESK | ISSUE 003

FIELD NOTES | AUTHENTICITY: BRANDING BUZZWORD OR SECRET SAUCE?

Everyone’s out here chasing an “authentic” brand. It’s one of those buzzwords that gets thrown around a lot at the moment. And honestly? We’re all for it. Who doesn’t want their brand, and the brands they buy into, to feel real and true? But what does that actually mean?

Here’s how we see it.

To us, an authentic brand is one that tells stories from the heart, designs with some character, talks like a human, and shows up even when it’s not perfect. It’s not about following the latest trend or curating for the ideal muse. It’s about being true.

People trust brands that feel familiar. Like an ol’ buddy who just gets them. That familiarity, that consistency, that honesty, is your edge. That’s what people remember.

If you’re feeling like your brand’s a bit off, it’s no biggy. Here are three simple things you can try this week to check in, and start tightening it up:

1. Ask your most loyal and passionate customers why they chose you.
   Their answers might surprise you. What they value most about you could be the exact thing you’re not highlighting enough in your brand. Next time you’re working on your marketing or product, try using those words exactly.

2. Look for gaps in how you’re showing up.
   Does the way you present yourself match across platforms — website, socials, print, packaging, whatever? Authenticity comes from consistently showing up, not sporadicly, with perfection. If it feels disconnected, ask yourself why? Is it because your stretched thin across too many touchpoints? Or do you need to invest into one or two of these areas to bring them up to par?

3. Share a story that actually matters to you.
   Skip the polished marketing angle. Share something that gives people a real window into what you care about or why you do what you do. Try it on, and watch what happens.

If you’re feeling like your brand isn’t quite reflecting who you are, maybe it’s time to change that. We’re always up for a conversation, (especially about branding) so reach out and let’s spin a yarn.

FRESH OFF THE DESK | PACKAGING THAT BRINGS AS MUCH JOY AS THE PRODUCT. ALMOST.

We first teamed up with Katie and Matt from Alice & Brohm back in 2023, starting with the redesign of their pint packaging. They wanted the same joy their ice cream brings to people reflected on every pint, so we leaned into bold colour, playful typography, and a visual style that can’t help but stand out.

Since then, we’ve helped revamp their menus, overhaul their website, and shape ongoing brand development projects, including even more take-out packaging.

And every time we’re back in Squamish, of course we make a point to stop by one of the swirl shops. Not just for the killer ice cream, but to see our work come to life in the hands of their many, many, happy customers. (But mainly for the ice cream, as you can see from the photo above of our kids crushing some cones) Check out the full project below.

ON OUR RADAR | FLOW STATE FREQUENCY

There are two camps in our house: the one who needs silence to work, and the one who needs music. I’m firmly in the second. Whether I’m sketching, designing, editing, or just pushing through an afternoon of inbox cleanup, I work better when there’s a foot-tapping, head-nodding beat in the background.

My taste is all over the shop, and the playlist often depends on what I’m designing. But no matter the project or style, one thing’s always true - I love to get into the flow for my best work.

That’s why I put together Flow State Frequency. It’s all mood: looped up grooves, low-slung rhythms, and just enough beat to keep the energy moving without breaking your focus. You’ll hear artists like Khruangbin, Hermanos Gutierrez, Arc De Soleil, The Menahan Street Band, and The Budos Band. No skips, no static, all killer, no filler.

I’ve had it on non-stop for long stretches of head-down work, late nights, or whenever I need to find my focus, and now it’s yours too. Check it out below, and let me know what I gotta add in there.

Rory

That’s all folks. We’re grateful you’re here and that you choose to spend a few minutes with us each week. Your time and attention mean a lot, and we don’t take that lightly.

Here’s to a great week ahead. We’ll catch you back here next Monday.

Rory & Suz