The beginning of everything is understanding who you're speaking to. Honestly, the rest has a way of following. The work that builds the strongest brands, drives the greatest growth, and often earns the recognition all begins in the same place: understanding people.

Long before anyone touched a concept for Juicy Fruit, we met with consumers in Canada and Russia, its largest markets outside the United States. Those conversations shaped everything that followed. Alex wasn't a target demographic. They became a way of keeping the consumer present throughout the creative process, reminding us who we were designing for and why.

Informed design is good design. The strongest ideas rarely appear by accident. They emerge when observation, curiosity, and empathy come first.

Orbit Russia: big stick ‘o gum for global partner feedback | role: observation • consumer research • strategy • creative leadership