Notes
One idea that keeps giving
A catalyst is closer to a muse than a template — something to interpret rather than replicate.
A strong brand direction often begins with one idea that keeps giving. I call that idea the catalyst.
It can be a word, a meme, a painting, a scene from a movie, the lyrics to a song, or a simple sentence. Its role is to carry the energy and meaning of the brand strategy into the creative work.
A useful catalyst should be:
• True to the strategy
• Easy to feel
• Able to generate strong visuals
• Culturally appropriate
• Open enough to grow
It should shape the story, language, type, color, imagery, textures, form, and applications, without making every touchpoint look the same. That difference is important.
A catalyst is not to replicate. Think of it as a muse or a metaphor to interpret.
When the catalyst is strong, different designers can make different choices, and the work still feels like it belongs to the same world.
And that is the real test for me now.