In the hallway that leads up to the statue of David by Michelangelo in Florence, there is a row of unfinished sculptures of people. They're called “The Prisoners” because they are half-trapped in marble - they were left in the process of being freed by the sculptor.

I spent the last week cleaning out my father-in-law’s house, as he prepares to move into a retirement community. He needed help shedding stuff. The good news is that he was ready to let go of it. It wasn’t a battle like you see on the show “Hoarders”.

In the process of drastically editing down his possessions, we could see a lightness come back into him. An excitement for new possibilities and beginnings even at this late stage of life. By getting rid of things he was rediscovering something that had been trapped in all the stuff, himself. 

Branding and design are processes of subtraction. You shed all that is unnecessary to express the kernel of the idea. You find the essence. 

By shedding things, we carve a space for new experiences. We free the prisoner. In less, we can find more.