I was recently outraged by a bottle of smoothie (I know, only me).

It wasn’t out of date.

It wasn’t expensive. I didn’t even buy it.

The bottle didn’t cut, bruise or in any way damage me physically.

It did however feature the ‘Froosh’ company logo, a clean simple font where to two ‘O’s are manipulated to look like cherries. This logo (infuriatingly) looks identical to one I designed for cherries in my portfolio, in a range of funky formats.

I know it’s unlikely that a multinational company is getting their ideas from a jester in converse trainers but it’s still ruddy annoying. Why, Froosh? Why? They don’t even use cherries in their smoothies – Jerks!

OK, bad news:

Anyone I show this to (including future employers) will see the Froosh logo when (and if) I show them my work. I’ll either look like someone who is same as everyone else or like someone who steals from everywhere else. Neither of which will brighten a gloomy day.

I’m the creative equivalent of Herbert Spencer…

Glad you asked! Herbert Spencer was the original proponent of the term ‘Survival of the fittest’ (sound familiar?), but then this joker, “Darwin” wandered on to scene and took the glory. Despite coining the term, Herbert was left a whisper in history and Charles the thief got all the credit.

In this scenario I’m inaudible to people more than two feet away.

The good news (and the point I’m going to focus on):

I have some good ideas. Good enough for a multinational organization. It’s a charming little logo, regardless of who was the originator (I was!). This provides, a glimmer at least, of a silver lining, in that I have what it takes to do something in this industry. In fact, I have pushed my idea further than Froosh. I won’t say how (spies everywhere) but I think it separates our ideas enough to satisfy my ego.

I can take this compliment, move on, develop, get better, until my ideas are unreachable to envious fruit companies.

So no more of this childish competition. We are brothers of creativity after all, and we should let each other’s ideas live and let live.

Mine’s better anyway.


Be Stupid!

During my first few days at D&AD we ransacked the warehouse and found loads of interesting entries from the previous year, (which we rather shamelessly kidnapped for ourselves). So now, sat on my desk, is various posters including one from Diesel – the ‘Be Stupid’ campaign.

As far as a campaign for jeans goes – not the best, but it does present an interesting philosophy.

I like the idea behind ‘Be Stupid’.

I think it’s something that I haven’t done an awful lot lately. I personally think that world needs a bit of stupid every now and again. It’s refreshing and it can more often than not, lead to something new.

A lot of things aren’t tried because they are deemed stupid.

A lot of ideas aren’t followed through because of people being afraid to look stupid and make the wrong decision.

The other weekend I tried something stupid. I went to a roller-skating rink slash bar. Combining skating with alcohol sounds like a stupid idea. It may actually be a stupid idea… but it was amazing. I can’t actually remember having that much fun in a loooonnnng time.

This whole experience taught me that “stupid” isn’t necessarily a bad thing. Its an excuse to not try something new or adventurous, to stick to tried and tested methods, to learn using books and guesswork.


The best way to learn is to do even if it may seem stupid at the time. It’s more effective and, as it turns, more fun.

Should I be elevated into a position of power I will declare it the national philosophy to be stupid and create a nation of the world’s “stupidest” smart people. Until my takeover however, I am simply going to make more stupid, and therefore better, decisions.