Once more, with humanity

Lessons in brand identity from direct-to-consumer startups

This article was originally published in The Drum in November 2018.

We communicate differently. Brands should, too.

Direct-to-consumer startups such as Casper, Allbirds, and Glossier are like the Candy Crush of brand identity: simple, addictive, and sweet. They make conventional consumer goods chic and capture the millennial market with clean web…