Let's start with the obvious. Adidas went first, and they went hard — a cinematic World Cup film headlined by Timothée Chalamet, packed with the biggest names in football, fashion and culture. A lot of people wrote Nike off on the spot.

There's a particular satisfaction in working with a company that knows exactly what it is. When Baltic Bespoke came to us for their brand identity, that clarity made everything easier.

I've been sitting with this for a while, and even more so since I started working for myself.

Pantone just dropped their Colour of the Year

You know what's refreshing? When a brand comes along that actually gets it. That's exactly what ALLSZN is doing for golf.

When you think of Tiffany & Co., you see that blue. Mention Coca-Cola, and that red pops into your head instantly. It's no accident—it's clever brand management, and Pantone is the secret weapon behind it.