Gold jacket, green jacket... who gives a shit?
Most brands (and people) are just plain scared to stand out
Over the years I have seen it happen countless times. A team starts with a bold vision but slowly gets spooked by the idea of being "too much." They start sanding down the edges until the brand is perfectly smooth, perfectly safe, and perfectly invisible. They trade impact for comfort and then wonder why nobody remembers their name.
The world does not need another tasteful navy blazer
Take that specific shade of rye grass green at the Masters. In a vacuum it is a disaster. It is stubborn and loud. By every standard of modern fashion that jacket is an eyesore. You might even be tempted to shrug it off like Happy Gilmore:
"Gold jacket, green jacket. Who gives a shit?"
But the truth is everyone gives a shit. Even if you think you do not care your brain is doing the work for you. That jacket makes a difference because it creates a permanent mental landmark. It works because it refuses to be ignored, and is now the most coveted jacket in sports history.
I spent a long time hiding in a JCREW blue checkered shirt
In high school I loved anything punk rock. It was Blink 182, Green Day, and New Found Glory. It was where I began to learn to put my personality on full display. I had painted nails, homemade tshirts, blue hair, and a guitar hanging on my shoulder.
But after college I was told to clean up. I was told to be more professional and not to “be weird”. Over the years I became a button down blue and white checkered shirt with chinos and a "fun" white sneaker shell of my original self.
I looked around at my industry and realized I no longer stood out. No one asked me about my hair. No compliments. No nothing. To quote Happy again:
“If I saw myself in clothes like that, I’d have to kick my own ass.”
“Nice” is just another word for forgettable
I had a bold decision to make. I dusted off my buzzers and cut a mohawk. I broke out the hair dye and got a fresh coat of Mooncat 404: Soul Not Found (the absolute best). I cranked up MxPx and started having fun again.
Suddenly I felt way more at ease talking with people. Conversations ignited with no effort. My toddler lights up when I change my colors. "Daddy pink! Daddy green!"
I am finally back to my old self and it is coming through in my work.
Calling All Skeletons
I see companies chase a cold tech startup tone because it feels safe. They want to be nice because nice does not get criticized. But if you are not willing to be a little polarizing you are choosing to be ignored.
I recently felt this same spark with the owner of Bad Brain Coffee. We had an instant connection over their mantra "fueled by punk rock." This mantra was the guiding force behind the new merch designs we made, featuring designs like "Drip til you drop," "Unholy grounds," and "One for the road".
Don't be scared be bold
The Green Jacket is not trying to be pretty. It is trying to be iconic. People will remember you if you give them a reason to look. Now, go have some fun!