Building Brand Culture: Great Brands Don’t Sell Products, They Build Worlds You Want to Live In

We’ve been thinking a lot since James Hurst’s talk in The Studio. One line stuck with us:

Build culture, not campaigns.

It’s a simple idea, but it says everything. Branding isn’t just about being seen. It’s about creating something people want to be part of. We’ve always believed this. But hearing it put so simply reminds us just how much noise surrounds branding right now, where it’s tempting to confuse presence with purpose, or identity with aesthetics.

Design isn’t decoration. It isn’t the cherry on top once the “real work” is done. It is the work. It’s what translates values into visuals, missions into movements. It’s the shape of the story, the way we build meaning that goes far deeper than packaging or typography.

The best brands don’t just sell products. They create worlds.

And within that world, there’s a culture. There are rituals. Behaviours. Language. Inside jokes. Shared values. These are the things that build lasting community and why, when branding is done well, it doesn’t feel like marketing. It feels like belonging.

We’re seeing more and more founders come to us not just with a product, but with a worldview. A philosophy. An idea that’s grown out of something bigger than a gap in the market. And that’s where the most exciting work begins. Because when you’re building a brand that’s cultural, not just commercial, the conversation shifts.

It becomes less about "how do we stand out?" and more about "what do we stand for?"

The brands that lead the way don’t just show up seasonally. They show up meaningfully. With intention. With care. With a point of view that resonates well beyond the product on the shelf.

Branding can spark something. A way of thinking. A shared mindset. Circular design, inclusivity, care, rest, joy, these things are no longer optional add-ons, they’re the DNA of modern brand worlds. And when you start there, when you build from that foundation, the packaging, the tone of voice, the art direction, all of it clicks into place with a kind of quiet confidence.

So if you're building a brand, or evolving one, ask yourself this:Are you creating a campaign? Or are you creating culture?

Because the best brands don’t just get noticed.

They get remembered.