Editorials Archives

Beyond the Grid: Branding in Non-Euclidean Space

At first glance, geometry might seem like an unlikely source of inspiration for branding. But here at Otherwise, we often find our metaphors in what’s structural, not in what’s trending. Ideas that hold space and shape perception keep us on our toes. For centuries, Euclidean geometry — the geometry of lines, angles, planes — offered […]

Sep 14 2025 by Nancy Lerner in Editorials

Wonder as a Working Method

Robert Frost’s phrase—our place among the infinities—opens a door we’re still learning to walk through. It suggests not one infinity but many: the outward sprawl of galaxies and the inward expanse of human interiority; the infinitude of time and the infinitude of interpretations; the boundless network of relationships that make meaning possible. In brand-building, this […]

Aug 19 2025 by Nancy Lerner in Editorials

Metaphor as Our Sneak Path to Truth

Brand‑building is often framed as a linear exercise—logo, tagline, guidelines, launch—yet the lived experience of a brand is anything but linear. It is felt in heartbeats and muscle memory, in the quiet confidence of a good fit and the rush of belonging. To illuminate that multidimensional journey, we borrow from terrains that, at first glance, […]

Jul 23 2025 by Nancy Lerner in Editorials

Branding in the Fifth Dimension: A Metaphysical Guide to Multi-Layered Meaning

At Otherwise, we’ve always been drawn to the spaces between disciplines — where metaphor becomes method, and strategy is stretched through unfamiliar dimensions. So today, we ask: What if a brand isn’t a flat identity, but a dimensional construct? It’s easy to think of a brand as a surface: a logo, a voice, a palette, […]

Jul 6 2025 by Nancy Lerner in Editorials

Quantum Branding: A Strange and Beautiful Framework for Modern Brands

At Otherwise, we’re always searching for unexpected connections — the kind of surprising metaphors that make ideas shimmer with new meaning. For us, creativity begins not with answers, but with questions that stretch across disciplines: What might quantum physics teach us about branding? What happens when we apply the language of particles, waves, and uncertainty […]

Jun 30 2025 by Nancy Lerner in Editorials