Creative work can feel high-stakes. Deadlines stack up, clients tense up, and suddenly every color choice feels existential. I find that it helps to remember a simple, grounding truth:

We’re not saving lives.

I’ve had meetings where a client walked in bracing for catastrophic impact. Before we begin, I’ll crack a joke about how the presentation page count directly correlates with my caffeine intake. Shoulders drop. People breathe.

We’re not saving lives.

I’ve seen clients spiral into microscopic logo tweaks until I frame the options with a ridiculous comparison. “Are we going for Fortune 500 vibes? Or Fortune 500 after a few margs vibes?” They laugh, recalibrate, and suddenly find it easy to see what actually matters.

We’re not saving lives.

Even in tough rounds, a little levity, a gentle self-roast, or even a gentle client roast signals that this is a safe space to experiment and adjust. Decisions get easier when the room feels lighter.

When clients feel comfortable, they approve with more confidence, nitpick less, and are more excited to own the work after the project wraps. Creative work matters, but it goes smoother when we keep perspective, stay human, and let a little irreverence clear the air.

And it’s not just good for clients, it’s good for us. Creatives think more clearly when the pressure is lifted. A relaxed brain solves problems faster and creates more effectively without fear of spiraling into perfectionism. 

But there’s a line here. Humor should lower emotional stakes, not professional ones. If the tension is interpersonal, lighten it. If the tension is about business risk, shift into clarity and expertise. A relaxed client shouldn’t become a casual one, and a relaxed creative shouldn’t drift into indifference.

So yeah, ham it up. Release your inner meme lord. Have FUN. Because at the end of the day, creative work is fun, and don’t let anyone tell you otherwise.

Now get out there and save exactly zero lives.

Stetson Finch, Design Lead

L I N K   R O U N D   U P

1. Lost in Translation: How Emojis Confuse Workers and Customers Around the World
Globally, we’re all aligned that 🍆 has no place in professional communication, but there were some notable cultural differences. In the U.S., 31% associate the skull emoji with humor (i.e., “I’m dead”), but that slang doesn’t translate to Mexico where the emoji is associated with stress and burnout.

2. Branding Superhuman (and Grammarly and Coda)
Smith&Diction’s case study about their work rebranding Superhuman is a great look at the real story behind the process, including acquisitions behind the scenes that changed everything.

3. Affinity Is Free
Canva purchased design and photo editing app Affinity in 2024, and now the programs are free. We’re excited to see how this shakes up the design community. Shout-out to some spicy messaging on the homepage calling out Adobe’s subscription model: “Stop renting software. Move in here.” 

4. From Potato to Chip: The Next Chapter of Lay’s
Lay’s parent company PepsiCo recently rolled out a rebrand that Brand New noted “tries very hard in all aspects." Now the potato chips are getting a refresh too.

C R E A T I V E   S P O T L I G H T

Stamps by Marijana Pavlinić

We love creative personal projects. Croatia-based designer Marijana Pavlinić created a digital stamp collection. On the site, Pavlinić writes, “Paying homage to my grandpa's lifelong passion for philately, by recreating his stamps in a digital form, exploring the blend of art, history, and typography and bringing it online for a new audience to enjoy.” The interactions are a joy, and don’t miss “This stamp was inspired by an existing stamp” on the left, which shows the historical inspiration.

N O W   H I R I N G

Marketing Designer at LaunchDarkly

Remote, US

Content Engineer at Laravel

Remote, US

Social Media Manager at Outreach

Remote, US

Senior Content Coordinator at PolyAI

Remote, US East Coast

Senior Product Designer at Customer.io
Remote, Americas

Product Manager at Udacity

Remote, US

Senior Product Designer, AI at Sprig

San Francisco, CA

Lead Product Designer at Knit

Denver, CO

Senior Product Designer at Ethyca

New York, NY

Intern - Trends & Innovation at Dig Insights

Toronto, ON

I N   C A S E   Y O U   M I S S E D   I T

How Leading B2B Teams Use AI to Scale Brand Execution

After working with Focus Lab on a full rebrand, the Rows team put their brand guidelines to work — literally. They trained a custom GPT to generate on-brand illustrations and creative drafts, giving their designers more time to push the work further.

When Customer Input Is Valuable to Your Rebrand (and When It Isn’t)

Customer input should support your brand strategy — not lead it. When it comes to brand strategy research, the most useful insights usually come from inside your company, not outside it.

Brand Refresh vs. Rebrand: What's The Difference?
While there isn’t a quantifiable difference between a “brand refresh” and a “rebrand,” we do our best to explain the most common situations we see in our work.

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