FLOC*
Designing the next brands together | Strategic Design Studio
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@esdotge
Picked up a drill this Sunday instead of a keyboard.
Built a fence for my son Marc.
Between screws and cable ties I realized: the IKEA Effect explains why most agency-built brands feel hollow.
When you build something with your hands, you value it more. Agencies do the opposite: black box for a month, PDF at the end. No friction, no ownership.
AI makes it worse. Now founders can generate brands alone. Looks competent. Wobbles like IKEA furniture assembled without instructions.
The fix isn't DIY. It's co-creation. Founder in the room. AI as the drill. Judgment as the blueprint.
Does your brand feel yours?
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@floc
* Back from ETH Denver. 60 frames. One recap.
Always happy to find familiar faces and meet many new ones.
Conversations, demos, panels, talks, late nights, and a lot of conviction about what's being built.
Great builder energy!
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@floc
* Guardian is our ongoing design partnership focused on helping your brand evolve and stay alive.
Charms Guardian: the living content example.
@charmsai
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