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The Design + Ethics series presented by [UC Irvine](https://uci.edu/) and [a small studio](https://asmallstudio.com/) continued with a second talk this year around the important discussion of accessibility, diversity, and how the decisions we make not only as a team but as individuals, influence the ethics behind the design in our lives.

Design is gaining more authority and responsibility every day. Having these insightful conversations around Design + Ethics with respected industry experts are some of the first steps to making a real, lasting change in regards to ethical design. Inclusivity and design don't often get discussed together, but it is imperative to bring that discussion to the table to allow us to move forward—together.



## Key Takeaways

[Gillian Hayes](https://www.linkedin.com/in/gillian-hayes/), Vice Provost for Graduate Education and Dean of the Graduate Division at UC Irvine stated that customer joy sells a product, and that empathy makes for good design. The industry knows this, but we still have biased algorithms and hate speech within the products and services we interact with. Structural changes can start anywhere; we have to protect and promote community-driven innovation. Being in academia, Gillian touched on the topic of Inclusivity in Academia and how it is not enough to simply recruit and accept a diverse student population, but making the university a safe place for these individuals.

When it comes to making a safe space, Gillian believes that it is imperative for leaders in the university to actively work to change the culture on campus. This can start with changing the approach to how we teach faculty to teach and mentor those with different backgrounds and experiences, emphasizing that there is a strong need for people to care about ethics and morals in these spaces.

For [Mona Sloane](https://ipk.nyu.edu/people/mona-sloane/), Sociologist at New York University, Design and Inequality are intertwined. She believes that within that dynamic, design can sustain and empower privilege. This is a toxic cycle that causes harm to marginalized groups. For example, people with darker skin tones are less likely to be detected by AI technologies, so an autonomous vehicle, for example, is less likely to detect them. People assume tech can easily fix these problems, but they are often difficult to fix or get put on the back-burner. There is no such thing as neutral technology; politics is always baked in—but when people speak up about the injustices they see in the design and technology they interact with, we get one step closer to ethical changes.

[Brandon Hyman](https://www.linkedin.com/in/brandonahyman/), a Senior Designer at HULU, believes that having open, transparent conversations is the first step to inclusion, safer communities, and ethical design. A big part of this is having the right people in management, not only hiring managers but HR and other executives who actively work to reframe what it means to be a good, solid candidate.

![](/uploads/ethics-design-blog-post-brandon-hyman.jpg)

Brandon's discussion opened the topic of growth and profit vs health and wellness. We need to work on identifying metrics that aren't only for profit, but that positively impact the health our products and services have on our consumers.

When talking about designing with wellness in mind, It's true that you can't have loyal consumers without trust. We spoke with [Neveen Moghazy,](https://www.linkedin.com/in/neveen-moghazy-b9b756/) Product Design Manager at MailChimp, about what a solution to building trust would look like. Neveen believes that the key thing is knowing that we as humans are coming together to have these conversations, being vulnerable, and hopes to get to a point where we develop the true meaning of trust and how to design for it.

*"The way the system is set up, it makes making certain decisions hard and leaves less room to make ethical choices depending on the company you're with. And not everyone has the privilege to decline work based on ethics and morals alone."*

— Neveen Moghazy.

Ending this discussion, we asked [Daniela Busse](https://www.linkedin.com/in/danielabusse/), VP of Research at Wells Fargo, what her thoughts on trust and diversity, and how it relates to ethical design. She believes that it is the responsibility of the industry to seek diversity and to embrace it. When asked how large corporations like Wells Fargo can articulate and design for trust in an ethical way, she responded by saying "there is a need for trust in every organization. Large corporations need individuals with good ethics. It is not good vs evil, it's about working together to make a better world."

![](/uploads/ethics-design-blog-post-daniela-busse.jpg)

As Principle of a small studio, I am humbled and proud to be ahead of the curve when it comes to designing with ethics in mind. After talking to these wonderful, talented individuals, my mission to have us all use our gifts to bring peace to people's lives only grows stronger, more steadfast. The ways that we move forward are already happening, I see it in a small studio every time I come to work. Everything starts small, and these small actions lead to big changes.

The work starts now—bridging the gap between ethical design and academia is something we would love to aspire to at a small studio; to be the launch pad and nurturing environment for this union. The future is looking bright, and I'm grateful to UC Irvine for helping bring these conversations to light.

The Design + Ethics series presented by UC Irvine and a small studio continued with a second talk this year around the important discussion of accessibility, diversity, and how the decisions we make not only as a team but as individuals, influence the ethics behind the design in our lives.

Design + Ethics: On Being Inclusive and Transparent

My experience with a small studio is not a straight-forward one. Over the past eighteen months, I have been involved as a volunteer, contractor, freelancer, potential employee, travel companion, and - most importantly - as a friend. I have witnessed the love of the team, the boldness of the vision, the grit to create it, and the struggles of the process. If I were to give a theme to it all, the ringing sound of John’s classic phrase “this is just the beginning” climbs the list. So let’s start there, at the beginning.

The story starts with a community event called [1 Million Cups](https://www.1millioncups.com/), a volunteer organization that supports early-stage entrepreneurship and local communities. Back in early 2019, I was starting my business and looking to build a network in the Seattle startup community, so I hopped into the Wednesday morning event a little sleepy and ready for the free coffee. Caffeine in hand, I was welcomed by someone who introduced themselves as John B. Johnson, which I remember thinking was a pretty cool name. It took about 30 seconds for us to realize that we were in the same business for the same reason: to use our skillsets for good. We set up a coffee chat following the event, and the rest was history. In just a few days, I had gone from hopeful but floundering, to a community organizer of 1MC and the design lead on a dream project (which I’ll get to next). With only a modest body of work to reference, John took me under his wing because of my potential, not my portfolio. I told him my story, my dreams, and where I was in the midst of it. More than my potential, John saw my light, and he held me accountable to it.

![Collage of images from 1 Million Cups events](/uploads/asm_journal_1mc_photo-collage.jpg)

As it turns out, light is hard to hold on to. As grateful as I am to a small studio for their role in launching my career, the projects to unfold became far subordinate to the relationship I built with the team. I was in for a rough year; in many ways I was living two lives, and very few people saw both of them. Lucky for me, when you work with a small studio, you aren’t just a pair of hands to get the job done. You are a valued creative with talent, vision, hardships, and human emotions. It sounds silly to say in such a manner, but I have found few businesses who take friendship as seriously as a small studio. I mean, when was the last time your boss took you by the hands, looked you straight into your mascara-running eyes, and told you that you as a person are more important than the work you do?

![Grid of icons depicting ideal attributes in a team member](/uploads/studio-qualifications.jpg)

At this point in the story, I had just met John at 1MC, got on the organizing team, and was on my way to having struck gold by way of creating a community, and a dream philanthropic project to follow it. Mind you, when I say “struck gold,” I do mean in personal value. Being an organizer was a volunteer position, as was taking on the design role for Cause to Connect. So no money was involved, but in return I was at the focal point of a supportive, and vibrant community. I was being challenged and pushed as a leader, and was spending my creative energy on bringing internet to developing countries. Anyone who is familiar with the philosophy of my studio, you’ll understand why it felt like a gold mine.

Once again, my excitement over the bullet-point achievements was quickly dwarfed by the growth that followed them. While designing the brand for [Cause to Connect](https://studiowild.design/2020/02/17/cause-to-connect/), I saw the process of identity design through the lens of a small studio. I watched John orchestrate a room, I collaborated with Troy to take my vision to the next level, and I thought more about internet cables than ever before. Every project I have been involved in holds a special meaning to it, and Cause to Connect holds space in my memory as the project that taught me the difference between creating a logo and excavating an identity.

From there, our collaborations continued to grow, both in scope of work and physical geography. As I navigated the woes of being an untraditional freelancer, there was always an underlying purpose that kept me looped in: above all else, we knew we wanted to use what we were good at to help the world as best we could. It was as simple, cheesy, and genuine as that. Over the summer months and into the fall of 2019, our shared purpose drove us to pull late-night Zoom conferences to accommodate international time zones, meeting for coffee at 7:00 am to talk business (but mostly life), and getting jazzed about grids and nerdy design things along the way. We even made it to [Madagascar and back](https://asmallstudio.com/journal/design-thinking-is-a-privileged-way-of-thinking), sharing memories of profound take-aways from [Identity Architecture workshop](https://workshops.asmallstudio.com/), and a very long night of food poisoning. Reflecting back, these types of mile-markers have become somewhat nostalgic, frozen in time in the way that you laugh-cry at yourself when you make a floozie mistake like run into a screen door. As I alluded earlier, it wasn’t a year of all sunshine and rainbows. However, it absolutely was a year of trial, love, and friendship.

![Timeline of Kenzie's time working with a small studio](/uploads/timeline.jpg)

Fast forward to today, and I am a part-time contractor with a small studio, and still running [Studio Wild](https://studiowild.design/); venturing forward on the same mission I started on. If there’s a single snapshot that captures our current working dynamic, it’s this one: after spending a few weeks mulling over how to incorporate more illustration, writing, and big-picture thinking into my work, I hopped on a morning call with Troy for our weekly sync, and he gave me the assignments of: illustrating postcards in my own style, dreaming up a business I wish existed and designing the interface (or applicable medium) for it, and writing this article. Needless to say, I was stoked, and it was a tangible reminder that I was being called on for my own creativity, not for the agenda of a bottom line. My experience has led me to know that when a small studio says their mission is to “use our gifts to bring peace to peoples’ lives,” they mean it. Every time I start to lose sight of it myself, John, Troy, and the team real me back to focus and push me to grow in the areas I show interest. They see my light and push me to live into it fully.

This has been my experience with a small studio, and though I can’t say for certain where it will go from here, one thing is for sure: this is just the beginning.

Nomad graphic designer, Kenzie Nicholson, shares her experience working with a small studio.

My Experience with a small studio

This past week, I was happy to take part in an incredibly eye-opening event UC Irvine. As the sponsor and facilitator of the event, it was my responsibility and privilege to connect and empower our panel of speakers through the broad spectrum of Design + Ethics. It was serendipitous for [a small studio](https://asmallstudio.com/) to be a part of this event given that our mission is to become a collective of creatives who use our gifts together through design to bring peace to people's lives. This event created a beautiful space for us to facilitate a conversation with industry leaders who also use their gift of design to bring peace to people's lives—a match made in heaven.

Since this discussion was centered around Design + Ethics, we could literally talk about *anything* that involves living things—and we sure did. What I thought was going to be a conversation about designing products or technology quickly became a conversation rooted in the importance of human beings. The panelists all seemed to have something critical in common: a passion for the individuals within their team or organization. For me, as an agency leader, it was refreshing to have conversations with design and marketing leaders outside of consulting and business development talk. Facilitating this event allowed me to dive deep with all of the speakers, and we did not waste one second with small talk. Instead, we went straight into sharing our passion for Design + Ethics and why this topic is so powerful.

The conversation was not recorded, so here is my reflection on the conversation

Roderick Crooks kicked off the event with his insightful keynote on Design + Ethics from an academic perspective. He set a bold tone for the discussion, as a professor in Department of Informatics at [UC Irvine](http://www.uci.edu/), saying "universities are asleep at the wheel" as far as ethics are concerned in how they approach design. His talk was insightful, expressing how varied the topic of ethics is and stressing the importance that it must be integrated into every facet of design, not forced to stand alone and dealt with later when it's too late. One point that drove the topic home for me was the concept of Tech Exceptionalism: most would agree technology and design is great and innovative but is it being used for good or for evil, and how do we build a future that is human-centric rather than making humans obsolete?

![](/uploads/ethics-design-blog-post-roderic.jpg)

The second keynote speaker blew the topic wide with here advocacy. [Renee Cummings](https://www.linkedin.com/in/renéecummings/), a Criminologist & AI Ethicist, truly wowed me and it's safe to say every other person who was listening. Three questions Renee asked fueled the discussion of the panel to follow, "Do we design to oppress or to liberate? Do we design to empower or to disempower? Do we design to include or to exclude?" She went on to communicate that it is our responsibility to ask the tough questions in our industry because the direction we are currently going in with data and AI is creating "a digital chokehold", a term she coined. "A digital chokehold very similar to the chokehold that took George Floyd's life." As a black agency leader, her words vibrated through my very being. Her words rejuvenated the way that I lead my team of designers in order to overcome this digital chokehold for future generations. Who would have thought we could fight systemic racism with design? It makes sense if you agree with my thoughts around [design thinking is a privileged way of thinking](https://asmallstudio.com/journal/design-thinking-is-a-privileged-way-of-thinking). Renee said it best, "we must rebrand what good design is."

![](/uploads/ethics-design-blog-post-rene-e.jpg)

As we transitioned into the panel discussion, I made sure to maintain the energy and passion ignited by the keynote speakers. With expertise ranging from employee experience to user experience, health and wellness to sustainability, product design to marketing & brand design, and academics to criminology the panelist brought a wide breadth of experience to further explore this topic. There were many gems of wisdom, but here are just a few.

Jinal Shah, Vice President of Marketing at [Feather](https://www.livefeather.com/), stated "The companies I have worked at helped offer more dimension and substance to my moral principals." This lead to questions such as "What is the larger mission we're working towards?", How are you constantly balancing what you need to do for the business to achieve this larger mission? And what are we doing to work towards it?" She mentioned that designers are seeking understanding, but how do we achieve this without living in the problem we are designing for? I believe her questions and perspective are words to live by for those who may not find fulfillment in their work or are entering into the workforce. Take the time to live in the problem you are solving, it will make your designs more impactful, fulfilling, and most importantly ethical.

![](/uploads/ethics-design-blog-post-jinal.jpg)

When it comes to keeping to the mission of ethical design, it bleeds into the million-dollar question: who do we work for? Damon Deaner, Director of Employee Experience Design at [IBM](https://www.ibm.com/us-en/), made the comment "we want our 9-5s to look a whole lot more like our 5-9s." This showcases that personal values and company mission do overlap, whether we want to admit it or not. It's not enough to push aside what's important for the sake of a paycheck, but often it's a privilege to be able to do so. Damon brought up a conflict that most people face everyday and could be discussed more, do I do what I believe to be morally right or what pays more? How often have you faced this dilemma in your career? Honestly, I've faced it 10+ times this month.

![](/uploads/ethics-design-blog-post-damon.jpg)

Here is a riddle for all my designers out there; True or False, if xy = xy, experiencing empathetic design causes you to design more empathetically. Of course, I'm not going to answer it for you. However, Josh Neuroth, Sr. Director of Product & Marketing at [Cyxtera Technologies](https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&ved=2ahUKEwj2mPOC7fHrAhWOZM0KHZBwB70QFjAAegQIARAC&url=https%3A%2F%2Fwww.cyxtera.com%2F&usg=AOvVaw071I0QLBQ-UESTBpZGdsnV), stated that "as employees use software that empathizes with them, it will translate directly into how they empathetically design." This begs the question of how we go about building organizational empathy and software that understands the user in a way that focuses on the human condition. Josh went on to say that product leaders must operate as "Social APIs" within their organization in order to gain buy in from all departments. Josh inspired many with his perspective and can be a beacon of hope for other product leaders.

![](/uploads/ethics-design-blog-post-josh.jpg)

Lastly, Ali Hussain, SVP and Head of User Experience & Design at [American Specialty Health](https://www.ashcompanies.com/), believes that in order to make these shifts while improving design and the way we work, we have to go against the status quo. He says, "It is not just a paycheck, we should request more from our leaders and expect value alignment with our leaders." I could feel Ali's passion for his work and it's not a coincidence that he calls himself an intrapreneur because it requires the passion of an entrepreneur to overcome the legacy mentality of large corporations. He said something every designer should hear, "designers must cultivate the courage to ask and make unpopular decisions." I believe that by simply asking more questions we can be more empathetic to each other. by holding a posture of not knowing, we are more inclined to ask questions.

![](/uploads/ethics-design-blog-post-ali.jpg)

Sustainable and purpose-driven design is a journey that never ends, and it's conversations like these that become a critical part of that journey. For this reason, I approach all gatherings from [Peter Blocks](https://www.peterblock.com/)' perspective, “The key to creating or transforming community, then, is to see the power in the small but important elements of being with others.” I always ask myself, how are we going to be when we gather together? This empowers me to approach each conversation with purpose in order to make sure the time is beneficial for everyone involved. And in this case, I'd say it was.

This conversation allowed us to gain an academic, civic, and business perspective of Design + Ethics in 90 minutes. It is not often that a conversation bridges the gap between multiple disciplines, this panel not only did that but did it with an incredible group of leaders in design, setting the stage for a healthy, diverse community discussion. I'm proud to have played a small part because I know when good conversations happen, anything is possible.

![](/uploads/ethics-design-blog-post-john.jpg)

This conversation allowed us to gain an academic, civic, and business perspective of Design + Ethics in 90 minutes. It is not very often that a conversation bridges the gap between multiple disciplines.

Exploring Design + Ethics 

In the midst of his [Kickstarter campaign](https://www.kickstarter.com/projects/drewshaw/voyce-threads-one-sock-at-a-time), John B Johnson had the chance to virtually connect with Drew Shaw, founder of [Voyce Threads](https://voycethreads.com/).

Voyce Threads was client number one at a small studio, and Drew continues to remain close to our hearts for so many reasons.

In this episode, dive deep into Drew's eclectic resume of life. From embracing new ideas to just trying something out and seeing what happens. Drew shares how he started with an idea for a children's book and is now changing lives one mismatched pair of socks at a time.

Enjoy this sneak peak into Everything Starts Small, a podcast that hopes to combat the fear of starting with inspirational stories of beginning.

<iframe src="https://anchor.fm/everythingstartssmall/embed/episodes/Episode-1---Drew-Shaw-of-Voyce-Threads-eks9tc/a-a3gh2i2" height="102px" width="400px" frameborder="0" scrolling="no"></iframe>

<iframe src="https://player.vimeo.com/video/452363677?title=0&byline=0&portrait=0" width="640" height="360" frameborder="0" allow="autoplay; fullscreen" allowfullscreen></iframe>
<p><a href="https://vimeo.com/452363677">

In this episode, we dig deep into what it means to start small. From embracing new ideas to just trying something out and seeing what happens. Drew shares how he started with an idea for children's books and is now changing lives one mismatched pair of socks at a time.

From a Children's Book to Impact Driven Fashion, Everything Starts Small (Sneak Peak)

Yesterday I came to the realization that it is not only overwhelmingly difficult, but inauthentic to our team's values to continue with normal studio work while we are in the midst of the largest collective civil rights movements of our time. As a black business owner, and a leader to a team of radically empathetic and inclusive creatives, I made the decision to close a small studio to focus our talents on fueling this momentum.

My first step was to call our clients and let them know that we would be pausing operations while our team fights for equality. Of course, as any small business owner would, I was nervous about their response when I told them their project would be pushed back, but their immediate response was asking how they could help. I point these conversations out to remind you that amidst all of this fear, anger, and uncertainty, there is hope. There are good people, looking for ways to help each other out.

<br />

## Finding our way to give

<br />

After a deep sigh of relief I had to organize the team and our collection of creatives who desire to use their gifts to bring peace to peoples lives. Together, we decided to unite our skillsets and connections to create a platform that unites all people in the pursuit of racial equality. Through real storytelling, conversation starters, and helpful resources, we are creating an empathetic future one story at a time.

a small studio was never created to be a run-of-the-mill agency. We worked hard to be a space where our community could explore and harness their unique identities to fill a need in the world. Today our nation faces a problem that has been brimming for far too long. Our desire is to not only help the country heal, but to create safe spaces and tools that help citizens of this nation heal individually.

We believe that each and every person has a specific role to play in our future. Our uniqueness goes so much deeper than the pigment of our skin. It's perspective, our experiences, our life stories. I am proud to be leading an organization that empowers our citizens to use their unique perspectives to bring peace to peoples lives.

Today, I urge you to give yourself a moment to reflect on your unique perspective and ask yourself how your experiences can move the needle forward towards a peaceful, respectful, equal, and unified world. You are 1 in 7.62 billion and you can make a difference because you are *you*.

![John Johnson's signature](/uploads/signature-john5.png)

With love, sorrow, and so much hope, 

John B Johnson

We believe that each and every person has a specific role to play in our future. Our uniqueness goes so much deeper than the pigment of our skin. It's perspective, our experiences, our life stories. I am proud to be leading an organization that empowers our citizens to use their unique perspectives to bring peace to peoples lives.

To Be a Black Business Owner in America


What can we say about 2020 that you haven’t already heard? To say the very least, this year has been a whirlwind of anomalous events and heightened emotion. The worldwide pandemic has caused many of us to pause, reflect, and ask ourselves one question, “What do I truly need?” Answers to this question will be different for every person however one thing's for sure we can do with far less than what we previously thought 5 months ago.

Once the pandemic broke, as a small business, we became uncertain about the future until we asked ourselves this same question. We thought we would share our answers. Here are three changes we have made that has made us more optimistic than ever about the future of a small studio.

![John working on balcony with quote "What do I really need?"](/uploads/location-is-irrelavent.jpg "What do I really need?")

## Location Is Irrelevant

Our good friends at [OwlLabs](https://www.owllabs.com/) coined this phrase and it stuck with us. As of January 1 of this year, none of our clients were located in Seattle. We have served the majority of our clients remotely since we started a small studio in 2017. So why did we spend our valuable time commuting to an office and paying rent when we have proven we can work from anywhere and deliver value to our clients? Simply put, we just felt that it was what we were supposed to do.

Of course we are not alone in this realization as millions of people are working from home, spending more time with their families and are now able to focus on things they truly care about more than ever before.

This has also caused us to change how we approached recruiting. The fact is talent has significantly increased worldwide over the past few years and we were no longer limited by location. Previously, we hoped to have our team local to allow for in-person collaboration, etc. However, after the success of our newest hire of Abigail Johnson working from home in the San Francisco Bay Area we now know it is possible for us to maintain a small studio’s culture with a completely remote team. Moving forward we are committed to making a small studio more accessible to remote work as we begin growing our team more rapidly.

## Over Communication

If location is irrelevant then communication is more relevant than ever before. Even though most of our work was delivered remotely, we still relied on in person communication and collaboration as a team. We took for granted the ability to walk up to one another and say “hey.” As distracting as that was, it helped us collaborate and stay accountable to one another. Transitioning to remote work internally, we quickly realized the perfect opportunity to strengthen our virtual communication skills and processes.

When you are a small team you wear many hats, so we needed to do something to stay accountable. After many conversations, we decided that we are going to have a bias for 'over communication' no matter how annoying it may seem. Need something from someone? Communicate what it is that you need in detail. Sending something to someone? Communicate exactly what you are sending, why, and if there is any follow up action needed from them. Even if it takes another meeting, it is more than worth it as a ‘small’ remote team in order to make sure everyone is on the same page and not operating on their own islands.

## Relationships Over Work

We over communicate when we care about the people on the other side. We care about their time, we care about their health, and we care about their success. We have always valued relationships over work because we believe investing time in relationships has a multiplying factor. Do you put time on someone’s calendar just to get to know them better? Do you allow meeting agendas to stray in order to spend time getting to know each other? Do you pick up the phone and call your teammates about things unrelated to work? Do you spend extra time on a client call to catch up and shoot the breeze?

At a small studio, we have found all of these things to be invaluable to our success. Relationships have led us to many of our current client and community opportunities. The fact of the matter is that we typically spend more time with our co-workers than we spend with our own families. Why would you want to spend all of that time with people you don’t even know or care to know? We will never put work over relationships because at the end of the day there is nothing else that matters more to us.

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![a small studio logo animation](/uploads/heart-logo-animation.gif)

All in all, we feel immensely thankful to still be in operation, when small businesses across the nation have been hit hard by this international crisis. We will use this as a badge of honor as we continue to expand our impact. Remember when times get rough, take a deep breath and ask yourself "what do I truly need?"

We want to thank you for being a part of this journey with us because without you we would not have made it through any of this. Our hearts go out to all of you who have been affected by the current events. If we can be of service to you during this time, we will do everything in our power to use our gifts to bring peace to your life. Just reach out to us directly or put some time on [John’s calendar](https://calendly.com/asmallstudio). Take care and remember, everything starts small.

Follow us as we make these changes on [Instagram](https://www.instagram.com/asmallstudioco/).


What can we say about 2020 that you haven’t already heard? To say the very least, this year has been a whirlwind of anomalous events and heightened emotion. The worldwide pandemic has caused many of us to pause, reflect, and ask ourselves one question, “What do I truly need?” Answers to this question will be different for every person however one thing's for sure we can do with far less than what we previously thought 5 months ago.

These 3 Changes Keep Us Optimistic


![One of our partners in Madagascar holding a pamphlet for the workshop](/uploads/journal-designthinking-header.jpg)

In March of this year, a small studio decided to donate one branding project each year to a deserving nonprofit. The first beneficiary we selected was Cause to Connect, a nonprofit that has brought internet to remote villages in Madagascar. During our research, we interviewed one of the community leaders and he began to share how his life has been dramatically impacted by gaining access to the internet. Initially, this was a typical stakeholder interview for a branding project, however, this conversation would be the first in a chain of events that landed me in Madagascar seven months later to launch our first [Identity Architecture workshop](https://workshops.asmallstudio.com/).

![One of our partners in Madagascar holding a pamphlet for the workshop](/uploads/journal-designthinking-quote-1.jpg)

Last month, twenty Malagasy community leaders participated in a four-hour workshop designed to help them understand the concept of design thinking and branding. With the support of the U.S. Department of State through the Reciprocal Exchange Component of the [Mandela Washington Fellowship for Young African Leaders](https://www.mandelawashingtonfellowship.org/), I received a grant to deliver this workshop in one of the most exotic places in the world. This became possible when Manoa Rakotoarison, founder of [Civilian Madagasikara](https://www.facebook.com/CivilianMadagasikara/), the Malagasy community leader I was interviewing asked me if I would be willing to come to Madagascar to teach branding. As I spoke more with him, I realized that his people had little, if any, access to design thinking education which is the foundation of any creative service. This was when it became clear to me that design thinking is a privileged way of thinking.

As a black male, raised in America, I don't often speak to my privilege. However, it took traveling to the other side of the world to help me realize the extent design thinking has transformed my life for the better. I first learned about design thinking as a freshman in college during architecture studio. Like many people, I went to college to learn something, but instead, I was given an experience that taught me how to think. IDEO captures the concept of design thinking in one sentence:

![One of our partners in Madagascar holding a pamphlet for the workshop](/uploads/journal-designthinking-quote-2.jpg)

I define design thinking as a method to solve problems intuitively. This creative method is typically learned in higher education and more commonly today through entrepreneurial experiences. Problem solving is a way of life for entrepreneurs as they are constantly in the act of building from an idea. Those of us that have been mentored by anyone with these experiences, are better equipped to solve problems. I discovered that I am privileged and am more likely to overcome adversity simply because I learned a method to solve problems.

After realizing this, I was no longer satisfied with a small studio’s service offerings. Like most agencies, we catered our services to companies who have the means to afford them. After two years and over 40 clients, our team transformed the frameworks used to support our clients into educational workshops that empower individuals through design thinking. My trip to Madagascar was the perfect condition for a small studio to launch our first public workshop, marking the beginning of our educational programming. We believe that design agencies have operated as walled gardens of creativity for too long. Unfortunately, the industry caters to the elite few while the majority lack the fundamental tools that will equip them to solve some of the world's most critical problems.

Between just twenty Malagasy community leaders who participated in the workshop, issues surrounding deforestation, poverty, sustainable agriculture, health and wellness, and civic engagement were being addressed. They came to the workshop anticipating a business lesson but what they left with was a better understanding of a method that will continue supporting their mission for the rest of their lives. To our delight, some participants took their team through the same workshop as soon as the next day!

![](/uploads/journal-designthinking-quote-3.jpg)

Most importantly, the workshop helped the participants understand their identity. I define identity as the unique composition of identifiers that reveal to others who a person truly is. At a small studio, we believe everything starts with identity because it is the essence of how we work with others. I ask my clients all the time, if we don’t know your identity, how could we possibly design something that you would love? Through my work as an Identity Architect, I’ve proven that helping people understand their identity inspires creativity, drives passion, and provides clarity in decision making. When you know your identity you also know what problem you were uniquely created to solve in the world. This creates an intentional business and life.

![](/uploads/journal-designthinking-workshop1.jpg)

Design thinking is a privileged way of thinking and just like other privileges, we must find a way to make it accessible to everyone. If everyone in the world were equipped with methods to solve the problems that are most important to them, I truly believe our world would begin to look very different. Combined with identity, design thinking is a powerful tool that we can use to fulfill our purpose in life. Just like discovering your identity, once design thinking is learned, it can never be taken from you.

If you would like to learn more about this programing or would like to host an identity architecture workshop in your community, [contact me](mailto:john@asmallstudio.com). You can also stay up to date with our thoughts on [our journal.](https://asmallstudio.com/journal)


Design thinking needs to be shared globally.

Design Thinking is a Privileged Way of Thinking


When I first learned I was diagnosed with breast cancer at age 29, I was pissed and shocked. I had no family history that I knew of. I’ve never been a smoker and have never set foot inside a tanning salon. I had just taken a big leap in my health several months prior by switching to a 100% plant-based diet. How could I have stage 3 invasive ductal carcinoma?

Due to a genetic mutation, my tumor grew rapidly and aggressively. As I prepared for a year of treatment that would involve five months of chemotherapy, a double mastectomy, and most likely radiation, I tried to get used to the concept of baldness, physical weakness, and lots of drugs. My husband Greg and I consulted a naturopath to see how we could offset the hardcore Western medicine cocktails that would be regularly running through my veins. Learning more about the amazing nutritional power of plants made me even more confident that my diet would serve me well in this fight—and it sure as hell did. Not only did it help my body crush cancer quickly and efficiently, but it also allowed me to skip the entire last phase of my treatment plan. The day I found out I no longer required radiation was one of the happiest, proudest days of my life. I was proud of myself for staying disciplined, and I was proud of my body for kicking ass.

A year later, I find myself at a small studio, sitting in a room at ATLAS Workbase in Seattle with Greg, my brother-in-law Tony, and soon-to-be sister-in-law Christine. The four of us have had the magic of plants touch our lives in different ways and starting a food company together is a beautiful no-brainer. But with no experience starting a business, we needed some help.

Through a serendipitous connection, Greg participated in the two-day Launch Camp for the first Seed Spot cohort in Seattle to structure our initial ideas into a path forward. The Launch Camp was a godsend—Greg learned the entrepreneurial nuts and bolts of identifying a problem people are experiencing, developing and structuring a data-driven solution, and centering it all around Earthling’s audacious mission: saving the planet. Greg’s hard work combined with Earthling’s industry-disrupting passion earned him the (unexpected) “Most Impact” award! On top of that, John Johnson made the additional surprise announcement that Earthling’s reward was a full-day brand-identity workshop at his firm, a small studio.

![](/uploads/journal-earthling-2.jpg)
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John also invited us to present our business at 1 Million Cups in Seattle, where we took the opportunity to test our first product—a 100% plant-based potato, egg, and cheese breakfast burrito. We included a comment card with facts about how many CO2 emissions, gallons of water, and square feet of land were saved by choosing our product over the animal-based version. The valuable feedback we received from both meat-eaters and vegans alike gave us confidence in our decision to continue building this thing, and the 1 Million Cups community’s insight and support have been the integral force in our concept’s maturity.

![](/uploads/journal-earthling-4.jpg)

But what is a business without a brand identity? I’m not talking about just color palettes and website layouts. I’m talking about the unique voice and personality that breathes life into a business. Thanks to a small studio, our family had the opportunity to devote an entire day to figure this out for Earthling Food Company.

Looking back to before the workshop, I feel like we knew so little about Earthling. Through a series of mind mapping and word exercises, they pulled us out of the traditional way of thinking. In our brand identity workshop with John and Kenzie, we started with creating a list of our peer companies and the industry “anchor points,” and after careful deliberation, we also identified three anchors specific to Earthling. This gave us incredible clarity concerning the elements of the Earthling brand that will set it apart in the industry and ensure its success. We then used a similar method to determine Earthling’s top three unique strengths and values.

![](/uploads/journal-earthling-5.jpg)

Through this process, we discovered qualities about the brand identity that weren’t previously apparent, and we ultimately learned that Earthling’s identity already existed—and John was the identity architect who helped us excavate it. By temporarily suspending our preconceived notions of what Earthling should be, we were able to establish the foundation needed to conceptualize our brand persona, develop a market strategy, and move forward with a much deeper sense of where Earthling is headed. Did I mention this was only an eight-hour workshop?

When it comes to establishing a brand identity, every word matters. Working through these exercises with a small studio helped us get out of our heads to build an identity for Earthling that is separate from our own, yet embraces and reflects our convictions. By the end of the workshop, we had developed our identity statement, and each time I revisit it, I know we’ve made the right decision to go all in. _Thank you_, John and Kenzie for believing in us and giving us the love and support needed to make a big impact.

I can’t wait to share the healing power of food with others through Earthling. We’re so grateful to our mentors at Seed Spot, a small studio, 1 Million Cups, and Studio Wild for supporting us through this early, yet critical stage!


Breathing Life Into Earthling


Seattle has become a powerhouse metropolitan city in just a decade, housing massive corporations whose canopy of influence covers the world. Like large trees in a forest, their canopies look majestic from the outside, however, inside there is a young hidden ecosystem on the forest floor. On the ground, competition is heavy for the sparse resources needed to thrive and grow. Just like anything that grows too quickly, portions of Seattle’s entrepreneurial ecosystem are fragile, broken and in some communities, non-existent.

After two years of living in downtown Seattle, it is very clear to me that the most fragile part of this global marketplace is at the ground level (or the forest floor) where new residents and early-stage entrepreneurs dwell. I realized this a few weeks after my wife and I moved here from Phoenix, where I experienced a thriving ecosystem for newcomers and entrepreneurship. My first two weeks in Seattle I met with over 50 people who were current or past Amazonians, Microsofians, and all other “-ians”. Long story short, they did not want anything to do with the guy who just moved here and was starting a small business. Can you blame them? I quickly realized this was how most entrepreneurial newcomers are welcomed to this city and is the reality of most early-stage entrepreneurs who are starting a business for the first time.

The opposite of Seattle, Phoenix lacked in resources but made up for it with a rich grassroots community. I saw this as a huge opportunity! So, instead of complaining about it, I began building a grassroots entrepreneurial ecosystem anchored in generosity, compassion, and vulnerability. By partnering with a few key organizations I set out to create a safe safe environment for these seeds of innovation to grow in Seattle.

In December of 2017, my company, _a small studio_, partnered with [Young Professionals of Seattle](https://asmallstudio.com/projects/ypos/) to enhance their already significant impact on the city. With almost 1,200 young professionals moving to Seattle every month, YPOS was the perfect organization to get involved with. We helped them build a brand that empowered their members to wave the welcome flag and has become a landing pad for many newcomers. With access to a community of almost 13,000 young professionals, programming was next. I knew it had to be programming that was proven and backed by large respected brands. This was how we could give the seeds access to the light and the resources they need to grow.

![](/uploads/journal-rainforest-1MillionCups.jpg)

In May of 2018, we launched [1 Million Cups in Seattle](https://www.1millioncups.com/seattle). 1 Million Cups is a national community organization that brings those passionate about entrepreneurship together to connect, learn, and support each other while enjoying coffee. It was started in 2012 by the Kauffman Foundation, a leader in research and funding for entrepreneurship in the US, and now has 163 communities across the country. Every Wednesday at nine o’clock in the morning, 20–30 people gather to hear how a local entrepreneur is attempting to solve a problem in our world and proceed to give them the guidance and support they need to continue moving forward on the lonely and difficult journey of entrepreneurship. A year later, the community is thriving and we continue to get feedback from attendees that they have never felt such a warm entrepreneurial community.

![](/uploads/journal-rainforest-seedspot.jpg)

Although 1 Million Cups has been a success in Seattle, I came to understand that these organizations alone were not enough to grow a thriving ecosystem. We needed to be able to educate and equip these entrepreneurs who wanted to make our city, country, and world better. So I decided to partner with another proven non-profit, who is also backed by the Kauffman Foundation, SEED SPOT. SEED SPOT is an incubator with 8 years of success supporting impact-driven entrepreneurs as they set out to solve social problems they are passionate about. To help make this a reality, I led recruitment and facilitated the workshop and creation of the curriculum. On July 20th, the first class of Seattle impact-driven ventures completed the 2-Day Launch Camp we developed! They were supported by the incredible SEED SPOT staff, myself, 10 corporate donors, and 30 mentors & volunteers who are passionate about supporting early-stage impact-driven entrepreneurs. The result was, to say the least, impactful.

As I look to the future of this grassroots ecosystem that is being built in Seattle, I am optimistic as I see more and more residents building towards the reality we all hope for. A reality where every seed has an equal opportunity to grow in this lush rainforest we call home. The big trees must often focus on sustaining their own size, which is understandable, but we have forgotten how these trees came to be in the first place. Amazon started as a seed and without generosity from his city, compassion from family and friends, and vulnerability to share the vision it would have stayed a seed.


Seattle has become a powerhouse metropolitan city in just a decade. Large companies dominate the field like large trees in a forest but an entrepreneurial eccosystem is growing.

Building A Grassroots Ecosystem for Entrepreneurship in the Seattle Rainforest


Victor Ung is a tech consultant turned life coach sharing stories along his journey toward becoming emotionally intelligent. On his podcast Human Up, he talks with [John](/studio/john-b-johnson) about how identity moves and shifts over our careers and lifetimes.

You can find Human Up anywhere you listen to podcasts, including [Apple Podcasts](https://podcasts.apple.com/us/podcast/uncover-your-identity-emotional-intelligence-john-b/id1456293811?i=1000443953109), [Overcast](https://overcast.fm/+RKYU7XJGs), [Google Podcasts](https://podcasts.google.com/?feed=aHR0cHM6Ly9hbmNob3IuZm0vcy8zMWJiNjU4L3BvZGNhc3QvcnNz&episode=ZmJhNjAzYTYtYTRiYy05NmEwLWM5OWEtODNmNzAzOWJhMjc2), [Anchor](https://anchor.fm/victorung/episodes/Uncover-Your-Identity-and-Emotional-Intelligence-with-John-B-Johnson-e4i7q8/a-aietos), and [Spotify](https://open.spotify.com/episode/2ksVo1RexUpEwMx0mvZCn4).

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<iframe src="https://anchor.fm/victorung/embed/episodes/Uncover-Your-Identity-and-Emotional-Intelligence-with-John-B-Johnson-e4i7q8/a-aietos" height="102px" width="100%" frameborder="0" scrolling="no"></iframe>
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![Human Up with Victor Ung](/uploads/journal-human-up-podcast.jpg)


John was recently featured on Human Up podcast. He talks with Victor Ung about how identity moves and shifts over our careers and lifetimes.

Human Up Podcast


[John](/studio/john-b-johnson) was a guest on the latest episode of [Rise Seattle](https://www.riseseattlepodcast.com/podcast/2019/6/30/john-b-johnson-building-a-business-creating-community). On the show he discusses his upbringing and how it has influenced him to become a service-focused founder attempting to bring value to the city of Seattle.

You can find Rise Seattle anywhere you listen to podcasts, including [Apple Podcasts](https://podcasts.apple.com/us/podcast/john-b-johnson-building-a-business-creating-community/id1139329598?i=1000443300568), [Overcast](https://overcast.fm/+G_YMBQ3DQ), [Castro](https://castro.fm/episode/imyDnN), and [Spotify](https://open.spotify.com/episode/0waO33yuOe94JgMV9dasFc).

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<iframe style="border: none" src="https://html5-player.libsyn.com/embed/episode/id/10261976/height/90/theme/custom/thumbnail/yes/direction/backward/render-playlist/no/custom-color/3a9fa9/" height="90" width="100%" scrolling="no"  allowfullscreen webkitallowfullscreen mozallowfullscreen oallowfullscreen msallowfullscreen></iframe>
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![Rise Seattle](/uploads/journal-rise-seattle-podcast.png)


John was recently featured on Rise Seattle podcast. He discusses his upbringing and how it has influenced him to become a service-focused founder.

Rise Seattle Podcast


Our Identity Architect, [John B Johnson](/studio/john-b-johnson) was recently featured on a two-part episode of [Ikigai Stories](https://gvg17.com/john-b-johnson/), a podcast by Sam Ushio discussing how people find alignment between their passions and careers. In the episode, John discusses how his life's story shapes the vision of our studio.

You can find Ikigai Stories anywhere you listen to podcasts, including [Apple Podcasts](https://podcasts.apple.com/us/podcast/john-b-johnson-identity-architect-co-founder-small/id1459474823?i=1000442062905), [Overcast](https://overcast.fm/+RwcGEVNNQ), [Castro](https://castro.fm/episode/QpC36E), and [Spotify](https://open.spotify.com/episode/5TOhLyLchbW84F4Ui4Xw0O).

<iframe width="100%" height="100" scrolling="no" frameborder="no" allow="autoplay" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/638910411&color=%23f14e23&auto_play=false&hide_related=true&show_comments=true&show_user=false&show_reposts=false&show_teaser=false"></iframe>

<iframe width="100%" height="100" scrolling="no" frameborder="no" allow="autoplay" src="https://w.soundcloud.com/player/?url=https%3A//api.soundcloud.com/tracks/639031434&color=%23f14e23&auto_play=false&hide_related=true&show_comments=true&show_user=false&show_reposts=false&show_teaser=false"></iframe>

![Ikigai Stories](/uploads/journal-ikigai-stories.png)


Our Identity Architect, John B Johnson was recently featured on a two-part episode of Ikigai Stories, a podcast by Sam Ushio discussing how people find alignment between their passions and careers. In the episode, John discusses how his life's story shapes the vision of our studio.

Ikigai Stories Podcast


This post began with an observation: humans have an extraordinary tendency to name the things around us. We start with ourselves, naming our loved ones. Then, we move on to the rest of our world naming pets, plants, and a wide array of inanimate objects.

The list is endless.

What we have found striking is the fact that, even though we name things that lack personality, names are not at all trivial. Names serve as introductions for the people encountering something for the first time; they have a way of enlivening something that would otherwise lack personality.

In the branding industry, we work extensively to develop names for the brands we create. Whether it’s a company or a product, we spend a lot of time making sure a name is the right fit.

When you introduce yourself to someone, you tell them your name. Brands work in the same way. A brand’s name is its introduction to the world. It is the first word of their story.

At a small studio, naming is a reflective practice. We walk our clients through a process of discovery before we even attempt to come up with the right name for them.

We do this because we believe a brand’s name should embody the thing(s) it represents. A brand name with nothing to back it up is an empty shell. The name shouldn’t be solely descriptive or simply sound good. It has to have meaning.

!["Don’t pick a name that makes you one of the trees in the forest and then spend the rest of your marketing budget trying to stand out." —Danny Altman: Founder and Director, A Hundred Monkeys](/uploads/journal-naming-inner-image.svg)

Our individual identities are what give our lives meaning. They tell us who we are and why we do the things we do. Our identities embody our passions and give us our dreams. Without them, we too would be empty shells- devoid of life and energy.

It may seem unnecessary to think about a brand identity in the same way as a person. After all, a brand isn’t actually a person. Obviously, that’s true in that Nike or Nissan aren’t living, breathing people.

Brands are representations of a particular entity be it a company, service, or a product. At their simplest, they are the manifestation of an idea. They are intangible thoughts made manifest by the colors, shapes, and words on a sign.

But then the brands speak. Nike wants to tell us about a new idea for a shoe. Nissan wants to introduce us to a new car model. We only get excited about these things when the brands introduce us to them in personal and relatable ways.

Humans are best at understanding other humans, so giving a brand a human-like identity that’s based off of something real is an excellent way to set the stage for strong brand-audience interactions.

On the other hand, having an artificial brand identity can lead to dissatisfaction and disillusionment. People will look for the substance behind the identity; if there is none, then they will be disappointed.

Every brand identity starts with a name.

Who are they? How will they speak? How will they make me feel?

We need to know who the brand is before we can name it, because its name is an indicator of its identity. Its name is a sign pointing to its heart.


At a small studio, naming is a reflective practice. We walk our clients through a process of discovery before we even start thinking about names.

Your Name Is the First Word of Your Story


Meet Drew Shaw, one our first clients and the founder of [Voyce Threads](/projects/voyce-threads), the Phoenix based clothing company that makes “mix”-matched socks to support important causes. Not only is Drew the CEO of a new company, but he also works as an education consultant, and is the author of Rosewood Circle- a children’s book helping kids deal with the challenge of fitting in at school.

We asked Drew how he came to be involved in so many “different” lines of work. His response was that he has never seen himself as jumping randomly around in unrelated fields. Instead, each project has led directly into the next.

Once you have a conversation with Drew, you understand quickly what he means. Drew is a person who instinctively looks for loose threads around him. Not just because he runs a company that makes socks, but because he is looking to find the sources of what inspires him. Once he finds a “thread”, he always pulls hard until he finds where the thread is leading.

![](/uploads/project-voyce-threads-event1.jpg)

Drew’s passion for helping others is tied to his love for stories. Drew decided to start Voyce Threads after gaining inspiration from the main character of his book, a young boy named David who wears mismatched socks. Through his book, Drew has sought to empower kids to not only feel confident in who they are, but to be confident in their own voice.

Drew eventually realized that there was another application to the concept of “mix”-matched socks. If the character of his book, David, finds his voice through socks of different colors, then maybe others could too. That’s when Drew landed on the idea to start a new business.

![](/uploads/project-voyce-threads-hero.svg)

We have been fortunate to work with Drew and help him through the process of building the brand identity for his latest project. When we first listened to Drew talk about his idea for a mix-matched sock company and the vision that he had for his brand, we quickly became excited to work with him. “It isn’t that the socks are mis-matched but rather that they are mix-matched”, Drew told us explaining why he wanted to sell pairs that contained two different designs.

> “It isn’t that the socks are mis-matched but rather that they are mix-matched.” — Drew Show, Founder of Voyce Threads

Our “Eureka” moment came when we realized that Drew’s idea wasn’t just about making a statement through the use of vibrant fabrics stitched creatively together. Drew’s company is all about empowering others to speak about what moves them the most. It’s all about helping them to find their voice. Drew Shaw is now doing it through his new company, Voyce Threads. One pair of mix-matched socks at a time.

You can now cause a movement with your very own pair of Voyce Threads by visiting their [website](https://voycethreads.com/) and choosing a cause or two that you believe in!


Meet Drew Shaw, one our first clients and the founder of Voyce Threads, the Phoenix based clothing company that makes “mix”-matched socks to support important causes. Not only is Drew the CEO of a new company, but he also works as an education consultant, and is the author of Rosewood Circle- a children’s book helping kids deal with the challenge of fitting in at school.