This is a phrase that we say a lot around our house. In our daily work, we're given the privilege of helping organizations build a brand. Their proverbial "flag". It's easy for us to get excited and wrapped up in "our work". But at the end of the day, it's not about us at all. It's about the people we work for.

It's about their organizations.  Their people.  Their clients.  It's not our flag, It's their flag.  When we approach projects with that kind of a mindset, it changes the goal.  It's not just about good work.  It's about ownership and buy in.  Our work needs to be something that helps unite people.  Not spotlight how great Matchstic is.  This may seem simple and obvious to you, but it's been an important shift in how we view ourselves, our clients, and the people that go to work every morning and are asked to fly their organization's "flag".

Recently I was in discussions with a company about taking them through a rebranding process.  They have an internal design team, and so there was potential for there to be animosity towards an outside group of "designers" coming in and doing the rebrand work.  I pledged to them that we would not take on the project unless the internal design team as on-board with the idea of us coming in.  Because at the end of the day, it's their flag, not ours.  And if there is internal animosity towards the flag, they won't be motivated to wave it proudly.  And that pride is essential.  Not just good design alone.

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