Designing in an oversaturated world
The Case for Radical Intentionality
We live in a time when “good design” is everywhere—on every screen, every product shelf, and every storefront. The digital landscape is flooded with well-designed experiences, products, and interfaces. Yet, in a world where design is abundant, what’s truly missing is intentionality.
In this noise, the most dangerous place for a brand or designer to exist isn’t disliked—it’s ignored.
Brands are being churned out at an unprecedented pace. The speed of trends, the immediacy of social media, and the drive to be first have given rise to a new era of design: one that often prioritizes aesthetics over substance and speed over thoughtfulness. The flood of content and design has left consumers fatigued, and the need for something with real meaning, depth, and purpose has never been clearer.
So, where does that leave us?
The answer lies in intentionality. In a world oversaturated with transient design trends, the only real differentiator will be purpose. Brands that challenge themselves to slow down, focus on lasting relevance, and create with intention will not only stand out—they’ll matter.
The Radical Intentionality of Purpose-Driven Design
“Design is not just what it looks like and feels like. Design is how it works.” – Steve Jobs
Steve Jobs, one of the most influential designers of our time, understood that the essence of good design lies not just in aesthetics but in a fundamental purpose. What distinguishes design that has impact from design that simply looks good is intentionality. Today, we have a design world that can replicate aesthetics at lightning speed, but very few can replicate purpose. It’s easy to create something beautiful or trendy, but it’s hard to create something with depth, meaning, and cultural relevance.
This is where radical intentionality comes in—an approach that encourages designers to resist the pull of quick-fix trends and instead focus on what truly matters. Whether you're designing a logo, a website, or an entire brand, the intention behind it is what makes the difference.
Lessons from the Past:
The Power of Design with Purpose
In my career, I’ve seen how the most meaningful design projects come from a place of deep intentionality. Working across industries—from startups to long-established brands—I've found that the most successful projects are those that resist the temptation to be just "on-trend" or "of-the-moment." Instead, they focus on being timeless, purposeful, and deeply connected to the needs of the people they serve.
One such example is my work with Sidewalk Infrastructure Partners (SIP). When I led the branding for SIP, we were tasked with making complex infrastructure topics—like the development of AV vehicle corridors and smart city technology—engaging and understandable. Instead of relying on technical jargon or flashy visuals, we chose to focus on one thing: why it matters.
We streamlined the messaging, used design to bring clarity to the complex, and told a human story that connected technology with everyday life. This approach not only led to the brand’s success but also helped secure crucial partnerships and funding.
The Power of Purpose in Branding
Hot Drops as a Case Study
Another example of the power of intentional design comes from my work with Hot Drops, a lacto-fermented hot sauce brand. The hot sauce market is crowded—full of flashy labels, extreme heat claims, and gimmicky products. When we created Hot Drops, we knew we had to break free from the noise. We focused on something that most other hot sauce brands were neglecting: health.
By positioning Hot Drops as a product that supports gut health through its fermentation process, we created a deeper narrative than just “spicy food.” We chose to focus on a purposeful, health-centered design that spoke to the modern consumer’s needs. Through minimalist packaging, clean visuals, and an emphasis on health benefits, we told a story that connected with our audience on a deeper level—far beyond the typical hot sauce trope.
The result? Hot Drops became more than just a condiment. It became a movement toward healthier, purposeful eating.
Intentionality
vs.
Trend-Driven Design
At its core, intentional design is a slow, deliberate process. It requires thinking beyond what’s "in" and focusing on long-term impact. But in an era where trends evolve at a breakneck pace, it can be challenging to resist the lure of the latest thing.
Consider the example of Apple. Despite being at the forefront of technological innovation, Apple’s design language has remained steadfast. Their focus on simplicity, usability, and seamless integration has never wavered. In a world where flashy gadgets and over-complicated interfaces often dominate, Apple’s minimalist approach feels intentional, timeless, and powerful. They don’t follow trends—they create them, always with the consumer’s experience in mind.
This approach isn’t just about aesthetics—it’s about creating products and experiences that feel authentic and necessary. It’s about asking yourself: Why does this design exist? What purpose does it serve? And most importantly, does it genuinely matter?
The Way Forward
So, how can we embrace this radical intentionality in our design practice?
Start with Why: Before designing, always ask: What is the ultimate purpose of this project? How does it serve the audience? A design that doesn’t have a clear purpose risks becoming just another trend.
Resist the Urge to Overcomplicate: It’s easy to fill space with content and decoration, but great design often comes from restraint. Strive to remove the unnecessary—every element should serve the core idea.
Make It Human: Consumers crave connection. Focus on how your design impacts people emotionally, culturally, and practically. The best brands make their audience feel understood.
Think Long-Term: Instead of chasing short-term trends, ask yourself: Will this design still matter in five years? Ten years? Create something that resonates beyond the current moment.
Final Thought:
Design for What Matters
In an oversaturated world, the brands and designers that thrive will be the ones that prioritize intentionality over speed, substance over trend, and meaning over aesthetics. Design with purpose, clarity, and impact, and your work will not only stand out—it will endure.
