Craft · · 4 min
One idea, in the fewest possible moves
Why the campaigns that last are the ones that had the courage to say a single thing.
Placeholder essay. A brief arrives with eleven objectives. The work that runs will carry one. The distance between those two numbers is the entire discipline.
Restraint is not minimalism as a style. It is the decision to be understood — to give an audience with three seconds of attention exactly one thing to take away, and to make that thing beautiful enough that they want to.
The test is simple. Cover the logo. If the line still belongs to the brand, it was written properly.
“Cover the logo. If the line still belongs to the brand, it was written properly.”
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