Conflict may be the foundation of creativity. Because it exposes us to a different point of view, it makes us challenge our assumptions, it takes us out of our comfort zone and it makes us uncomfortable.

The foundation of creativity

Our brains are wired to create familiar patterns so that we don’t have to re-learn everything over and over again. This is why new ways of thinking are often met with resistance. But creativity asks us to change. Because that's what creativity is - presenting ideas that don’t conform to those patterns.

Creativity and familiarity

This is the story of that letter, and the story of the work we did that inspired it. Last year, we created a brand identity for the celebration of the 50th Anniversary of the Summer of Love in San Francisco. Susan, the woman who wrote us the letter, is a native of San Francisco.

The foundation of creativity

Creativity needs Conflict.

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