LINDT

I HAVE NO IDEA WHAT I’M DOING. Not exactly. Not when I sit down at the blank page and not when I look at the calendar and try to guess what I’ll be working on in three months. This is even more true in a highly connected world where on any given day the head of a design agency in Toronto might get in touch to ask if I want to help work on a project for an international chocolate company based in Switzerland. Which is what happened when Rahul Bhogal, the founder of Nothing Design Studio, contacted me to develop a new product for Lindt. The goal was to help the Canadian branch of the company spec-out a buy-one, give-one offering they wanted to pitch to the honchos in Zürich. Together, we researched the brand and created a full product identity and video (out of existing brand assets). Although I never spoke with them personally, the guys in Switzerland approved it with no changes, and now it’s on shelves.