01.25.10
Evolving
A Philosophy to Work
On the About section of this site, you’ll see, or have seen, the phrase “Do it once, do it right.” It’s a motto and philosophy of life that my father has said and conveyed in numerous ways and in application to a variety of subjects, thoughts and concerns. From shopping to business acumen to fixing things around the household, this was his underlying approach.
While I craved variety as a youth growing up, he seemed quite content with the few things he had. Partly out of necessity but also because he had invested in the sorts of things we, as a generation, are touting as the slow movement — a considered methodology to everything we do.
He’s always right. He wears a very pared down wardrobe, what I used to think of as his uniform, but they’re really smart key pieces that he invested in and mixes and matches in many different ways. I know I’m making him sound like a Tim Gunn disciple, but in the end, isn’t this all just common sense?
New Forms
I’ve never really taken the time to think about what Weightshift should look like from an identity perspective. The branding has always been treated on the quick. I didn’t do it “once”, and it never felt “right”. It was time to wipe the slate and think about how Weightshift should be represented. Words that came to mind: whimsical, retro, modern, shaped, thick, heavy, light, elegant, classic. It’s the whimsical, classic and elegant I latched onto and set forth my best foot to tackle that into an identity while retaining what has come before it.
Gang of Four
And then there were four. I like to think of the internet as a place of infinite possibilities, where the magic happens. Incredibly cheesy I know. But Andrew, Jen and Scott all deal in the magic. I’m a sucker for the magic.
Things happened organically, unforced and at the right time. Sometimes, doing it once and doing it right is also about doing it at the right time.
Together
We still take the time to work independently of the studio on select projects — collaborations and for other people but more importantly, for ourselves. This is what we call an education — a continued learning of skills and skill sets applied to other work that falls outside of the scope of a project that would work for us. We learn and bring to the table this education. We deal in magic and knowledge.
And we are open for business.
