As a creative agency that produces positive content, you are also engaged in creating content that is visually interesting. Do you guys care about being ‘cool’ at all? Like do you ever feel like the feel-goodness needs to be toned down to reach a wider audience? I know you have mentioned that other people have given that sort of advice but have you ever as an agency come to the same conclusion?
Being ‘cool’ as you know, is so subjective, but naturally, I am concerned with SoulPancake’s aesthetic and how our brand presents itself. From the outset it was important to us to ensure that we were distinct from the rest of the offerings in the positive media space so we would joke that you’d never see doves or sunsets in our content, or hear anyone saying Namaste. Our SoulPancake book is a great example of our core DNA and aesthetic I believe - it’s packed with diverse styles of art and is quirky and colorful. Often, cool is synonymous with ‘exclusive’ and we never wanted to be so ‘cool’ that we were not relatable and inclusive.
Photography by Layli Samimi