The Noise Problem
Why Brands Must Matter
or Disappear
We are drowning.
Every day, we encounter between 6,000 and 10,000 ads—from TikTok scrolls to subway posters to packaging on the grocery shelf. The sheer volume of content, products, and brand messaging is overwhelming. Yet, ironically, very little of it sticks.
Consumers have developed an incredible filter for irrelevance. If a brand doesn’t instantly communicate why it matters, it disappears into the static.
This is the challenge of modern branding: In an era of hyper-production, the most valuable thing a brand can do is matter.
The Case for
“Anti-Clutter”
Branding
“Good design is as little design as possible.”
– Dieter Rams
This quote from Rams, the legendary industrial designer behind Braun’s timeless products, captures a core truth: Clutter kills meaning.
Most brands are caught in an arms race of more—more content, more features, more hype. But the most impactful brands take the opposite approach: They strip away the unnecessary, focus on substance, and prioritize clarity.
The Brands That Stick:
Simplicity, Restraint, and Cultural Impact
Consider brands that have cut through the noise and stayed relevant:
Apple: Obsessed with simplicity, removing excess features, packaging, and distractions. Their branding is as clean as their products.
Patagonia: Rejects traditional marketing tactics and leans into clear, purpose-driven storytelling. Their iconic "Don't Buy This Jacket" campaign was a masterclass in restraint.
Glossier: Built a billion-dollar beauty brand by rejecting the industry standard of overwhelming options, offering only essential products.
These brands matter because they remove the noise and sharpen the message.
How I’ve Applied
“Anti-Clutter”
Branding in My
Own Work
As a creative director and brand strategist, I’ve seen firsthand how the urge to add more can dilute a brand’s power. Some of my biggest breakthroughs have come from subtracting rather than adding.
1. Hot Drops: Building a Brand That’s Both Bold and Minimal
When we built Hot Drops, a fermented hot sauce brand, we knew we were entering an oversaturated category. There are hundreds of hot sauce brands—so the question became: How do we cut through the noise?
We made three key decisions rooted in restraint and clarity:
No unnecessary ingredients. Most hot sauces are packed with preservatives and artificial flavors. Ours? Just six clean, fermented ingredients.
No chaotic design. The category was full of loud, cartoonish branding. We went the opposite direction: bold yet minimal, showcasing the natural colors of our sauces instead of relying on gimmicks.
No vague messaging. Instead of competing on generic “spicy” claims, we positioned Hot Drops as a new class of condiments—where health meets flavor.
"The biggest challenge wasn’t adding things to make our brand stand out—it was knowing what to strip away so that our core message could shine.”
2. Sidewalk Infrastructure Partners: Making Complex Ideas Accessible
At Sidewalk Infrastructure Partners, I led branding and storytelling for billion-dollar infrastructure projects. The biggest challenge? Explaining complex technology in a way that was both compelling and easy to grasp.
The key was radical simplicity:
Distilling multi-layered concepts into clear, single-minded narratives.
Cutting dense industry jargon and replacing it with human language.
Using design to clarify, not complicate—clean layouts, generous white space, and strategic visuals.
This approach made a tangible impact: It helped city officials, investors, and policymakers understand and buy into the vision faster.
"A brand’s job isn’t just to look good—it’s to make people instantly understand why it matters. When you remove the clutter, clarity wins.”
The Psychological Power of “Less”
Behavioral psychology backs up this approach:
The Paradox of Choice: Too many options overwhelm consumers, making them disengage.
Cognitive Load Theory: The more effort it takes to process information, the less likely people are to absorb it.
The Mere Exposure Effect: People are more drawn to simple, familiar, and easily recognizable visuals and messages.
By designing with restraint and intention, brands make it easier for people to connect, remember, and care.
How to Build a Brand That Matters
Define your singular purpose. What is the one thing you stand for? If you can’t summarize it in a sentence, it’s too complicated.
Strip away the unnecessary. Cut extra features, excessive messaging, and visual clutter. Make space for meaning.
Speak human. Industry jargon and generic marketing copy kill engagement. Use language that is simple, honest, and emotionally resonant.
Design for clarity, not decoration. Every design element should serve a purpose. No wasted pixels.
Commit to cultural relevance. Brands that matter aren’t just pretty—they reflect, shape, and contribute to culture.
Final Thought:
Make It Matter or
Don’t Make It At All
In an era of hyper-production, the brands that win aren’t the ones that scream the loudest. They’re the ones that know exactly who they are, communicate it with absolute clarity, and remove everything else.
"Design isn’t just about making things beautiful—it’s about making things understood, felt, and remembered.”
This is the future of branding: Not more. Just better.
