POV
In a Year of Immense Change, Our Core Desires Didn't
The pandemic transformed much of daily life, but also proved our desires are primal, unshakable things.
Desires
POV
The Way Forward for Heritage Brands
As consumers’ wants and needs change, LPK’s experts offer guidance on how to evolve your brand’s legacy with meaning.
HOW TO GO PRO
Work has changed. So has the path to mastering it. Whether it’s design, writing, strategy, trends—or a dream job yet to be determined—we’re here to talk shop and help you hone your chops.
POV
How Branding Became Key to the Modern B2B
Historically less focused on brand, B2B enterprises are adopting consumer-facing techniques to deepen connection and grow.
Podcast
Nathan Hendricks on Action & Ambition Podcast: How We Built a World-Class Creative Culture in a Smaller City
He reflects on the process of building a culture of creative excellence in a small Midwestern city.
POV
Why Has Beauty Gone Missing in Design?
Nathan Hendricks goes looking, explaining why beauty is critical to what we design for people.
News
Vitamin Shoppe Joins the CBD Movement with New Private-Label Offerings
Two private-label brands for The Vitamin Shoppe, plnt and Vthrive, enter the CBD space.
POV
What Matters Most Right Now? Radical Empathy.
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.
Video
Decision By Desire
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.
POV
The Charge of the Designer: Connecting with the True Desires of Consumers
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.
POV
Desires: On Social Contact, Acceptance, Romance & Family
In the final of our series, Nathan Hendricks explores four desires that shape the human experience: social contact, acceptance, romance and family.
POV
Desires: On Sustenance, Tranquility, Physicality & Order
In the third installment of a four-part series, Nathan Hendricks explains desires that can improve brands: sustenance, tranquility, physicality and order.
POV
Desires: On Curiosity, Independence, Honor & Idealism
In the second of a four-part series, Nathan Hendricks explains desires that can give deeper meaning to brands: curiosity, independence, honor and idealism.
POV
Desires: On Power, Vengeance, Saving & Prestige
In the first of a four-part series, Nathan Hendricks dissects four consumer desires that lead to better brands: power, vengeance, saving and prestige.
POV
A Strategy Named Desire
Nathan Hendricks dissects our 16 human desires as universal motives that can inspire the creation of more relevant, successful brands.
News
With Beautyrest Sleeptracker, Sleep Gets Smarter
Beautyrest partners with LPK on the brand positioning for Beautyrest Sleeptracker monitor, a smart sleep-tracking technology that tracks and improves sleep.
POV
In DMI: Consumer Climate Change
Examining how desires can affect product design, Chief Creative Officer Nathan Hendricks offers a brief history of the thermostat in dmi: Review.
