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A long-form article exploring the most common failures in corporate sustainability communication — from generic commitment language to the fear that produces it. Drawing on 15+ years of experience editing ESG narratives for major Turkish corporations and research from Radley Yeldar's Words That Work report, this piece offers both a diagnosis and a practical direction for communicators and brand teams working in this space.
Published on Medium and Linkedin. Written for communications professionals, ESG managers, and brand strategists.
The network for creativity
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Connect with clients, get discovered, and run your business 100% commission-free
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In 2026, brands can’t live only on screens.
IRL moments matter more than ever. Booths, events, spaces where people can actually experience a brand.
This was the Hey!Nu booth at Expo West, going from render to real life.
Part of a bigger brand world we’ve been building together across brand, packaging, website, and now social.
Now founders.... If someone walked past your booth for 5 seconds, would they immediately understand your brand?
Team behind this project
→ @Sevd Atas on booth & merch design
→ @Helen Heidel on messaging & brand strategy
→ and Me! 🙋🏽♀️ on brand design and creative direction
Why do metal gates have all those swirls?
Hint: it’s not just for the vibes.
Historically, those curves helped reinforce the structure by distributing tension through the metal.
Which is a surprisingly good metaphor for brand systems.
Yes, stay with me.
Strong brands don’t rely on a logo alone. Patterns, motifs, and visual language help carry the system across packaging, campaigns, social, and everything in between.
Sometimes the elements people call “decoration” are actually doing the heavy lifting.
What’s one brand you think does this really well?
@Monserrat Vazquez's work now spans brand identity, packaging systems, and cultural branding across organizations and startups.
None of that started with the perfect city, it started with the people in front of her.
Here are 3 lessons from 's journey:
- Brand identity sets the rules, everything else follows
- Freelancing alongside a job is a real transition strategy
- Confidence is a byproduct of experience, not a prerequisite
If you are a designer building solo, part of an agency or growing yours, this episode is for you.
Full conversation with @Monserrat Vazquez is now available: https://youtu.be/USrWTu7KRD0
P.S. Her matcha packaging concept started as a ritual idea, not a product idea.
Was great having you on the pod @Monserrat Vazquez
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