New series. I am unpacking the brand moments I used to teach, starting with the one that is personal to me. In 2009 I walked into a store, could not find the one small comfort i could afford right out of grad school. I almost walked past the redesign, and knew right away they were about to lose a fortune. This is why. It turns out to be a story about gardens, hospitals, and where we think wellness actually lives in collective unconscious and shared perception. First piece is up https://www.thedarkpapers.com/p/expelled-from-the-garden Follow up Audience Perception Map coming soon. Thoughts and perspectives appreciated.