THE POWER OF NUANCE
Curiosity isn’t just about seeking answers—it’s about noticing the details that others overlook.
It’s what draws us toward nuance—the subtle details, the unspoken signals, the way something just feels right. And when we design with nuance in mind, whether in thinking, branding, or experience, we create something deeply resonant. Something that doesn’t just sell but connects.
After a long search, I found the best-fitting running shoes I’d ever owned—a pair of New Balance Fresh Foam X Hierro V7 trail runners. They weren’t just comfortable; they felt right in a way few shoes ever had. So when I saw the GORE-TEX version, I was instantly drawn to them. I added them to my cart, convinced they were the perfect upgrade. And then… I left them there. For a full year. I was sold on the design and function, but something held me back. Until I saw them on someone else. Someone wearing the kind of workout outfit I’d wear. Someone with tattoos like mine. And just like that, I pulled the trigger.
It wasn’t an ad. It wasn’t a perfectly staged lifestyle shoot. It was a piece of inspiration footage that I was pulling into a pitch video I was creating. A quick clip, something meant to help tell a different story, but in that moment, it told me something. It helped me see myself in the shoes. And that was all it took.
That’s the power of nuance in design. It’s not just about the product; it’s about helping people see themselves in what you create. When we honor the messy beauty of humanity—our individual tastes, cultures, and self-expressions—we make work that gets it. Work that feels personal, even when it’s for a broad audience.
But the end game isn’t just selling—it’s belonging. It’s creating digital experiences that don’t ask us to be someone else to wear a brand, but instead reflect who we already are. And what’s exciting is seeing AI augment this in content—not replacing human creativity but expanding it. Building on the things we produce in real life, amplifying our instincts, and shaping stories that speak to an even more nuanced audience. In doing so, brands don’t just sell to customers; they learn from them. They evolve with them.
It’s actually a shift in power—one where customers shape the brands they love as much as brands shape culture. A future where commerce isn’t about persuasion, but about recognition. About seeing and being seen. And that’s something worth building toward.
