Creative Direction™ — 003

Creative Direction™ is the third in a series of Capability Papers documenting my approach to brand strategy and creative direction. This paper breaks down how I make creative calls when there's no single obviously right answer — moving from divergent exploration to one direction the whole team can commit to. Applied here to MUTA NYC, a plant-based restaurant brand built from the ground up, where the challenge was resisting the category's default aesthetic in favor of a warmer, more differentiated identity.

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