identity Archives | SIX DEGREES LASIX DEGREES LA

Hey 2020,

First off I’m calling you the “Double Deuce-Oh” and just like some crazy-ass card game we both know those deuces are way wild. Creatively, economically, politically, socially, environmentally and any “ly” you can think of. A bunch of wild cards. We can drill down on specific trends and developments later but I really want to get on the same page with some big picture purpose. Let’s go!

First out, surprise, technology. Automation and AI are becoming more present in our work. This isn’t a trend it’s simply evolution. It’s time to get past the fear and really embrace these developments as a partner (come on, be polite to Alexa she’ll be our Supreme Leader someday). I will gladly let the software guide the strategy of our digital-media buys or determine consumer trends over a billion data points. That’s not being replaced, that’s taking control of the processes that work best.

Which, allows us to do what we do best; be the completely human wild-cards that we are. Creating wonders that can only be the bi-product of our individually unique mix of genius, magic, and heart. Tech can free us to be truer to ourselves and our passions. It’s our individual expression that’s irreplaceable and invaluable.

Intelligent technology will let us really focus on mastering the things we love. I’m looking forward to a continued rise in specialization and craftsmanship. All things non-digital will be even more appreciated. Not just the product but the care and craft that led to it. It’s the tactile things that grounds us and prompts us to shut off the screen and fully experience the depth of our creations. Things that are physical and personal will be the most inspiring.

Speaking of personal, let’s wrap this up with personal accountability. One week into 2020 and a certain celebrity donated $1 Million to aid the Australian wildfires. They expressed heartbreak over the fire-ravaged animals and then posted a contradictory pic of Louis Vuitton mink slippers. Nope, not on our watch. That’s the power and platform we have to make a change. In order to justly do that though we need to hold ourselves accountable. Let’s continue this personal focus and do what’s right by our individual morality and stand up for the things we care about. As 7.5+ billion better individuals (I’m definitely not counting some specific people), together we can better this world.

Now to the trends!

1. Extra Reality

Continued growth in AR has been interesting for platforms, brands, and advertising. We’re digging the interaction and are thirsty for more.

2. Power Distribution

Bitcoin. No go ahead and roll your eyes. However tech behind it has much greater applications. It can promote responsibility and transparency and can shift power from the .00001%, to the people.

3. Reward the talent

Not sure how “hustling” gained traction but by definition, it’s not a positive endeavor. It’s time that hard-work isn’t just exploited as some “hustle” but rewarded for the pure pursuit that it is.

4. More than just “like”

All we want is to be liked. Well, you shouldn’t need a button for that. We’re looking forward to social media taking back its purpose of being social vs. an outlet for click-culture.

5. Return to nature

The “environment” isn’t some intangible entity. We’re in it. We need to rekindle that connection and have a relationship with our natural world. That starts with making amends with the damage we’ve done and commit to doing better moving forward.

6. Embrace Individualism

Oh yeah, that environment we mentioned, well, it’s becoming even more personal. We are further able to adapt our surroundings and services to our individual needs creating purposeful interactions that are designed to suit us best.

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The brothers behind Bicos Hospitality came to us to help them create and launch a new concept in Pasadena. They wanted to build a new, laid-back bar that was comfortable & sophisticated in equal measure – a destination for hanging out with friends, meeting a colleague for a drink, or taking a date. We were anxious to rise to the challenge and give new life to a 100 year old house. Check out the whole process below. We started with a name, then colors, logos, a story, hand-sketched elements, and Magnolia House was born.

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Once we had the brand nailed down, we came up with ways to translate the heart of the house into every aspect of the experience. We designed the menus to feel like a library book, substantial and fabric covered and more inviting than the expected vinyl. The signage was given a similarly understated yet impactful treatment, and we also put together fun collateral pieces that harken back to an old-school pub vibe and blended seamlessly with the ambiance of the interior and the space’s history. The final products are shown here (along with the website, which we also designed).

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