“If you are not thinking about the world of tomorrow by the time your business, your brand, your innovation comes into materiality, it will be obsolete,” Jacobs says. “You must be thinking about the future and the context of tomorrow when you’re designing today.”
LPK is leading this work for brands of all kinds—from iconic CPGs to B2B and service brands. “We’re designing ‘the meaning under the hood’ and how that gets expressed to the business marketplace,” she explains, which is a long-term endeavor by design. “Architects take a long time for a building to go from a blueprint to a space out in the world. Same thing with brands and new offerings.”