The Brandsmith collective was conceived to give bargaining power and creative freedom to artists within the media & communications industry. I was involved in the formative process, which gives the project special significance. Because I had creative discretion, I got to focus on function and eliminate visual waste. Still, I didn't see the idea to maturity, so I hesitate to share this. But this project has stayed on my mind, and I've kept the principles it taught me: branding small. Straight talk. Meaning over impressions.