Design without deep understanding of culture is like sculpting the air: lovely, but ultimately fleeting and pointless. Culture is not cool-hunting, it’s not Culture with a capital-C, it’s about understanding why people do what they do.
I believe that to be innovative, disruptive and successful, brands must connect with culture.
I do brand strategy (sometimes called ‘Planning’) and insight (sometimes called ‘research & analysis’) for a range of different clients including Rapha, BSkyB, The Royal Mail, Divine Chocolate. I often partner and collaborate with other creative agencies and teams when there is an interesting problem to solve and good coffee to be had.
I believe in education and speak/lecture whenever I can. I believe in sharing, so I like to write too.
You can follow me on twitter: @collynahart
Or email: collynahart at gmail dot com