flux branding

Joy Brands

Joy Brands

Flux is a brand transformation studio. We take brands from now to next by crafting identities that catch eyes and…

Brand Identity is Marketing Infrastructure

Brand Identity is Marketing Infrastructure

Infrastructure is trending. USA lawmakers agreed on a $1.2 trillion infrastructure bill. Regardless of your opinion, it’s a once-in-a-lifetime investment…

Are Brands The Last Trusted Institutions?

Are Brands The Last Trusted Institutions?

    Who do you trust: Government? Science? Tesla? Some institutions that were once commonly considered the bastions of trust…

Safety Brands

Safety Brands

Brands provoke us. They make us feel excited, inspired, powerful, and hopeful. Brands work across the whole spectrum of emotions…

Spirit Brands

Spirit Brands

Brands are influencing you. They make you think, make you smile, make you change your mind. They’re masterminds of emotional…

Imagination Brands

Imagination Brands

Brands are selling more than just products and services. They’re selling us states of being. Brands create atmospheres through written…

The Spirit of Adventure Brands

The Spirit of Adventure Brands

Brands are always influencing us. They make us laugh. They make us cry. They tug at our heartstrings and light…

Branding + Emotion

Branding + Emotion

  Last month’s essay introduced the Brand Feel Wheel. It’s an easy way to understand how brands turn offerings into…