If you’re a hoop head like myself or If you've ever watched a post-game interview in any sport, you've probably heard some version of this:

"We knew the game plan. We just didn't execute."

The same thing is happening in creative work right now.

If your work feels familiar… does that make it less valuable?

There’s a shift happening in how companies build their creative teams.

And sure, on the surface, it can feel that way. You’re comparing a seasoned designer’s rate to someone offering a logo for a fraction of the cost. It’s tempting. Completely understandable.

For years, packaging has leaned heavily into headshop aesthetics. Loud graphics. Psychedelic colors. Fonts that feel more like a concert poster than a consumer product. That approach may have worked for a niche audience, but today’s cannabis customer is broader, more discerning, and frankly, more cautious.