Beyond Bravery
12 words to take us forward in 2024
The challenge to come up with honest, forward-thinking solutions without falling back on the jargon of the moment is nothing new to the design industry. We’re asked to be brave, to inspire clients as well as their customers. But connecting with consumers over the important issues of the day while keeping a fixed eye on business priorities is a formidable task. Without the right balance, brands risk falling short of meaningful impact — caught in a whiplash of bold statement and meek retreat. Today, the value of creative expression that takes a firm and focused stance to champion what a brand believes in has never been clearer.
What lies beyond bravery? It’s a critical question at a time when everything from global conflict to creative burnout can be paralyzing. It’s why we all need inspiration and leadership that lives up to the provocations of the moment. As we find our footing in 2024, the ThoughtMatter team shares our thinking on what might guide us forward as we look to the power of design to shape the world.
Honesty, Integrity & Precision
Standing tall for what we know to be true.
Honesty — Johan Vipper, Art Director
Because it matters more than ever.
Integrity — Nick Clemens, Senior Designer
It’s easy to “own” bravery without understanding it or backing it up, especially with social media networks like LinkedIn and IG. These platforms make it easy to posture yourself as an agent of change without taking any tangible action. Integrity is actually owning what you say.
Precision — Dylan Stiga, Senior Strategist
People and brands alike don’t need an opinion on every single issue, nor should we expect one. Instead, let’s make precision the expectation — get exact and selective in what we choose to speak to, and speak to it with fluency and judiciousness. This kind of consideration not only gives a person or a brand the best opportunity to make an impact, but also the capacity to garner the kind of recognition they might desire for that effort.
Instinct & Intuition
How we identify and trust our inner wisdom.
Instinct — Megan June, Studio Coordinator
We’re always telling kids and teens to go with their instinct, to “trust their gut.” What is your instinct telling you?
Intuition — Gabriela McNamara, Creative Operations Lead
Intuition often plays a key role in the creative process, allowing us to come up with novel ideas, solutions or insights that may not be evident through conventional thinking. This can be particularly useful in complex or ambiguous situations.
Coterie & Clarity
Finding a clear way forward, together.
Coterie — D’Angelo Heyward, Designer
The world is full of injustice, war and uncertainty. But, there is strength in numbers — we have witnessed what happens when people band together for a common goal, good and bad. Imagine what else is possible when a collective is inspired by a thought, an idea or each other to achieve greater good.
Clarity — Shanti Basu, Creative Strategist
Bravery is admirable, but can lose momentum without understanding and direction. We need to embrace the insight of new perspectives and shared experience to convert our passions into impactful change. Seeing the full picture empowers us to confidently move forward.
Guts, Zest & Nerve
That undeniable, go-out-and-get-‘em feeling.
Guts — Diana Ross-Gotta, Senior Account Manager
Guts gets at the visceral nature of braving, of daring, of taking risks. It also puts emphasis on the human aspects that differentiate us from devices, technology and AI. We can feel and sense, and by being close to those elements of our humanity, it can help lead us to take wise action. Guts is about acknowledging the fear, the worry, the anxiety and still leaping forward.
Zest — Mari Andreatta, Business Development Lead
I often (over)think about purpose and the reason for doing something when zest is enough. Zest is the why. To me, this is intensity in its healthiest form, and never at the expense of others. It is energy and enthusiasm for a subject or cause, for life. It’s impossible to feign such genuine excitement.
Nerve — Tom Jaffe, Founder & Chief Executive
Whenever my mother thought you said something that really angered her, she said, You have some nerve! In other words, how dare you. For me, it means, dare or be square.
Action & Resilience
Stepping up to the plate to defy the odds.
Action — Rosemarie Albanese, Strategist
Bravery does not exist in a vacuum — bravery is invoked when there is an action to take that makes you feel scared or vulnerable. While subjective to all who access bravery, this action must challenge one’s personal status quo.
Resilience — Samantha Barbagiovanni, Design Director
I see bravery as taking that initial leap. Resilience is getting up from that potential stumble and leaping again, and again, and again. It’s unstoppable bravery, no matter the challenge. I want our industry and our world to continuously push forward in what they believe in, individually and as a collective.
In 2024, it’s time to explore the possibilities of purposeful action. Find your own evolution of bravery. No matter how you choose to define it, design has a powerful capacity to transform brave intentions into reality. As summed up by our motion designer, Jeff Donlan, “We can’t be complacent, content, or silent this year.”
This post was written by Shanti Basu with thinking contributed by the ThoughtMatter staff. ThoughtMatter is a creative branding, design and strategy studio in New York City’s Flatiron District. Find us on LinkedIn.
