Desires

The pandemic transformed much of daily life, but also proved our desires are primal, unshakable things.

As consumers’ wants and needs change, LPK’s experts offer guidance on how to evolve your brand’s legacy with meaning.

Historically less focused on brand, B2B enterprises are adopting consumer-facing techniques to deepen connection and grow.

He reflects on the process of building a culture of creative excellence in a small Midwestern city.

Nathan Hendricks goes looking, explaining why beauty is critical to what we design for people.

Two private-label brands for The Vitamin Shoppe, plnt and Vthrive, enter the CBD space.

As people’s wants and needs change in the face of uncertain times, Bhavik Joshi helps brands make sense of the shifts and how to best address them—with empathy.

If branding is about developing better experiences for real people, how do we ensure we’re designing what they want? LPK’s desires methodology acts as a compass for decision-making, pointing to what actually motivates people.

In an era of consumer vengeance, Meredith Post, Design Director at LPK, examines the changing role of the brand designer—and how human desires can point us forward.

Using human truth to improve brand relevance, LPK’s Nathan Hendricks explores four desires: social contact, acceptance, romance and family.

In an effort to align brands with commercial truth, LPK Chief Creative Officer Nathan Hendricks explains four desires: sustenance, tranquility, physicality and order.

In an effort to dial up brand meaning, LPK Chief Creative Officer Nathan Hendricks points to four desires: curiosity, independence, honor and idealism.

To builds brands with greater consumer relevance, LPK Chief Creative Officer Nathan Hendricks dissects four desires: power, vengeance, saving and prestige.

In an effort to help brands become more meaningful to consumers, LPK Chief Creative Officer Nathan Hendricks, makes the case for desires thinking.

Beautyrest partners with LPK on the brand positioning for Beautyrest Sleeptracker monitor, a smart sleep-tracking technology that tracks and improves sleep.

Examining how desires can affect product design, Chief Creative Officer Nathan Hendricks offers a brief history of the thermostat in dmi: Review.