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.
Desires
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.
POV
Better by Desire: Driving a More Enviable Future for Your Brand
Emily St Clair-Johnson, Head of Strategy for LPK Europe, explains how our 16 hardwired desires give way to a brand strategy for future growth.
POV
Bridging Ambition & Reality: The 5 Sustainability Action Gaps for Brands
Ed Adamson, Head of Innovation for LPK Europe, unpacks the 5 action gaps that hold brands back from reaching their sustainability goals.
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
A Promising Diagnosis for the Patient Care Experience
In a breakthrough thought piece on the health-care sector, Lauren Doerning and Jen Dusold encourage brands to use desires to create elevated, patient-first experiences.
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
Using human truth to improve brand relevance, LPK’s Nathan Hendricks explores four desires: social contact, acceptance, romance and family.
POV
Desires: On Sustenance, Tranquility, Physicality & Order
In an effort to align brands with commercial truth, LPK Chief Creative Officer Nathan Hendricks explains four desires: sustenance, tranquility, physicality and order.
POV
Desires: On Curiosity, Independence, Honor & Idealism
In an effort to dial up brand meaning, LPK Chief Creative Officer Nathan Hendricks points to four desires: curiosity, independence, honor and idealism.
POV
Desires: On Power, Vengeance, Saving & Prestige
To builds brands with greater consumer relevance, LPK Chief Creative Officer Nathan Hendricks dissects four desires: power, vengeance, saving and prestige.
POV
A Strategy Named Desire
In an effort to help brands become more meaningful to consumers, LPK Chief Creative Officer Nathan Hendricks, makes the case for desires thinking.
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.
