I remember thinking about the brand I wanted to create for ISM...⠀
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I didn't have 200K lying around to give to a branding agency to help me figure it out. ⠀
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So I thought about the backpack brands that were out there and what they stood for. ⠀
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TUMI had a solid product, but every time I thought about their brand I pictured in my head this old white man with gray hairs, sitting in business class in an expensive suit, sipping champagne.⠀
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That didn't look like me nor did I aspire to that image of professional success. I hate wearing suits. I wear white sneakers every day with a black hoodie (I'll take the champagne though).⠀
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I thought about my journey as a digital creative. How I didn't have any formal training, but through enough deliberate practice was able to do freelance UI/UX design for a living. Thanks to the internet.⠀
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I wanted ISM to stand for the kind of aspiration that I have as a professional. ⠀
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Less stuffy suits. More freedom to work on cool ideas and projects with people that inspire me. ⠀
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Less corporate big brother. More working in spaces and environments that are beautiful to be in. ⠀
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Less looking to the past. More shaping the future.⠀
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Because a backpack is just the beginning. ⠀
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- Justin⠀
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#carrytheday #itsinthebag ⠀
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📷: @agiputraaspian⠀
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