I believe that what keeps a brand alive today is no longer just its ability to solve problems. AI can do that. What makes a brand irreplaceable is something much more human: the ability to recognise opportunities, tell meaningful stories, and create experiences that matter.

In this issue of The Sunday Tales, I explore what happens when we stop designing around limitations and start designing around possibilities.

Branding is one of the most misunderstood topics in design.
Some people think it’s a logo. Others think it’s personal visibility or social media presence.

But branding is actually a process that requires patience, precision, and a clear sequence of steps.
Recently, while preparing a new series of short videos called The Brand Quiz, I realised that the best metaphor to explain branding might come from an unexpected place: origami.