ON KNOWING WHEN IT’S YOURS

A reflection on intuition; what it tells us, what it doesn’t, and how it often shapes the most enduring parts of a brand before we even know what they are.

Branding, like any creative process, often begins with instinct.
Something stirring; subtle but persistent.

It could be a phrase, a symbol, a feeling.
A passing idea that doesn’t quite make sense yet, but doesn’t leave your mind either.

In our work with brands, we often notice this moment, when something keeps surfacing or is being circled, even if it’s not yet clear where it belongs.

Its easy to ignore these early signals and chase what fits neatly into a conventional box.
But as any thoughtful artist or thinker will tell you, there’s value in learning to lean into what lingers and not rushing past it.

Over time, if we trust it, clarity from that intuition starts to reveal itself.
Not through force, but through familiarity.
And when you trust that instinct, and circle back enough times, eventually, you understand what it was trying to tell you all along.

That’s the part of branding many people don’t talk about enough: the quiet, persistent moments.
The ones that don’t look like progress, but are essential.
When intuition is doing the work before language catches up.

Creative work is rarely linear.
You gather pieces before you know what you’re building toward.
You notice patterns before you can name them.

And oftentimes, the ideas you don’t rush, but stay close to, end up being the most profound.
Because when it’s yours, you feel it.
And others do too.

Trust that instinct, pay attention to it and have the courage to lean in.

What’s something that keeps resurfacing for you?
What might your intuition be trying to tell you?