What if your next creative idea isn’t just for a brand — but for the cosmos?
In a world fractured by division, violence, disinformation, and existential dread, it’s easy to question the role of creativity.
Why make anything when everything feels like it’s falling apart?
I’ve been there — we all have. Those moments where the world feels too loud, too cruel, or too broken for your ideas to matter. When the creative act itself starts to feel indulgent. Irrelevant. Even tone-deaf.
But what if it’s exactly the opposite?
What if creation — not survival — is our true responsibility?
What if the simple act of designing a logo, writing a brand manifesto, crafting a campaign — is, in fact, an act of universal healing?
Creativity is Not a Distraction — It’s a Defiance
Creativity is not escapism. It’s not denial.
At its highest form, it is a quiet rebellion against entropy — the slow unraveling of meaning, connection, and love.
And in today’s high-entropy world, creative people are the new physicists of hope. We build coherence. We shape emotion. We reduce fear by increasing understanding. The creative act:
Is constructive (it makes order out of noise)
Is selfless (it asks: how can this resonate?)
Is communicative (it bridges across time, culture, division)
And when done with sincere intent, it unifies
It’s not naive — it’s necessary.
Brand Builders as Energy Workers
Even in branding — especially in the B2B space — I’ve witnessed how sincere creative work can align people around a deeper cause. These aren’t big names, but their impact hums with clarity, connection, and intent:
Outlandish – A worker-owned tech co-op based in the UK, Outlandish builds digital tools for organizations striving for justice, equity, and social change. Their brand is rooted in transparency and collective ownership — design choices that feel more like solidarity than sales. They’ve redefined what tech for good can look and feel like: honest, collaborative, and deeply human.
Earthly – This UK-based B2B platform helps businesses remove carbon through nature-based solutions — forests, mangroves, regenerative agriculture. Earthly isn’t selling sustainability as a marketing checkbox — they’re turning climate responsibility into creative engagement. With a crisp, calming design system and purposefully transparent storytelling, Earthly helps brands invest in regeneration in a way that’s both measurable and meaningful.
Hinterland – A small, design-forward consultancy serving climate, cleantech, and future-first B2B companies. Hinterland doesn’t just “brand” complex ideas — they give them coherence and resonance. Their aesthetic is elegant, minimal, and poetic — but it’s their belief in clarity as a moral responsibility that truly sets them apart. Their work brings beauty to systems change, and harmony to industrial evolution.
These brands aren’t shouting. They’re tuning.
And what they’re tuning into is a creative frequency that says: business can be a force for healing, not harm. These are quiet revolutions wrapped in thoughtful strategy and soulful design.
Getting a Little Cosmic With You…
Now, allow me to get a bit woo-woo — but grounded.
In studying physicist Tom Campbell’s “Big Theory of Everything,” I was struck by something radical and beautiful:
The universe trends toward low entropy — order, love, unity — when consciousness evolves toward connection.
Creation is low entropy.
Fear, division, violence — these are high entropy forces.
And the way we reduce entropy? Through acts of intentional, unifying creativity.
In Campbell’s model, consciousness is fundamental. And evolving consciousness — through love, truth, and creation — is the point of it all.
That means: every act of true creativity feeds the universe.
Every act of fear or selfishness feeds disorder.
So What Does This Mean for You?
You are not just a designer. A marketer. A brand leader.
You are an entropy reducer. A cosmic gardener. A creative node in the universal nervous system.
Your ideas don’t just build brands.
They build bridges — between people, between purpose, and between what is and what could be.
So when the world feels overwhelming — create anyway.
When the news darkens your feed — design light.
When imposter syndrome hits — remember: your impulse to make meaning is proof you’re aligned with something bigger.
You don’t need to be perfect.
You just need to be present — and generous with your creative gifts.
Because the universe isn’t waiting for perfection.
It’s waiting for love in action.
Final Thought
In the infinite game of existence, every sincere creative act is a healing force.
You want to save the world? Start by creating something that connects it.
Create boldly.
Create kindly.
Create with the radical belief that beauty, meaning, and love are always worth making space for.
The universe is watching — and cheering you on.