From the poem by William Browning, “The Faultless Painter”, and more famously from the modernist architect Mies van der Rohe in describing his approach to architecture and design, where form is distilled down to its necessary elements, without supurflous ornamentation and unnecessary structure – creating designs the are elegantly simple yet extremely functional.

How might that apply to brand building, visual communication and storytelling? Like Occam’s razor – sometimes the simpler approach or solution is the best (way of) explanation. Concise, easy to understand and to-the-point visuals and messaging – distilled to their most beneficial points – can prove extremely effective in cutting through the clutter and standing apart.