Musings
of a Misfit

You probably noticed when dark aesthetics spilled into the mainstream a handful of years ago. E-boys and e-girls ruled TikTok, moody feeds took over Instagram, and Booktok became filled with dark romance. Gothic films and series found their way back into pop culture, and with them came a surge of new “dark” brands. For many of us, this isn’t a trend. It’s been in our blood for years. Decades. We’ve loved these stories, sounds, and symbols long before they became an algorithm’

Gothic revival isn’t a trend to me. It's likely not a trend for you either. It's the interests we've carried with us our entire lives. It's the thing that has made us... strange. But, gothic aesthetics and media aren't underground right now. It's everywhere... Walking red carpets. Haunting headlines. Worn by celebrities like Jenna Ortega, Julia Fox, Charli XCX, and even Brooke Shields. Even your cousin who used to call your style ‘Halloween-y’ is wearing a corset top and thin

Have you ever been head-over-heels in love with your brand, only to look at it one day and feel completely disconnected from it?? The...

Every time I drive into San Francisco, I see billboard after billboard lining the freeway. They all promise a brighter, faster, smarter...

For many of us, especially those building brands that are deeply personal or aesthetic-driven, seeing someone else doing something...

I'm not going to lie - it's good business to leverage viral moments and trending memes on social media. The algorithm loves that shit -...

What if your brand didn’t just sell something, but transported people somewhere else entirely? What if your business was more like a...

AI is everywhere . Even the least tech-savvy people in your life are using it. To some, it's a helpful tool to bring ideas to life. But...