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Made an ad for @Converse for @morphic contest
Converse = forever pair
Converse = old, reliable, culturally immortal.
Not performance shoes. Life shoes
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
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The hardest brief in identity work is "make us look serious without making us look corporate."
Serious comes from consistency. Corporate comes from removing anything a person chose.
That distinction is the whole job. The way I hold the line is to keep one deliberate human choice in the system, a slightly warm neutral, a drawn mark, an off-grid detail, and let structure carry everything else. The consistency reads as serious, and that one chosen thing is what keeps it from going flat and faceless.