EVERYTHING
According to Creativebloq, Emily Cristoforis, Head of Strategy at Sister Mary, views the world through a lens that prioritizes lived experience over superficial perfection. In an interview discussing creative careers and brand development, she challenges the conventional wisdom that simplicity is always superior, arguing instead for the necessity of deep, complex understanding when solving intricate business problems.
The Value of Imperfection in Design
Cristoforis champions the idea that what many perceive as an eyesore—such as urban decay, faded signs, or peeling paint—is often "proof of life." She explains that while polished, picture-perfect scenes are easily found online, the most breakthrough design inspiration and profound insights emerge from immersing oneself in the street level. For local brands, this means moving beyond generic imagery to capture the beautiful mess where real cultural life unfolds.
Strategy Over Subjective Aesthetics
A significant pet peeve for Cristoforis is when creative decisions are justified solely by aesthetics—such as choosing a color because it "pops" or a typeface because it is "fun." She stresses that design must be an objective choice, not merely a subjective preference. If the rationale behind a design element can be traced back to the brand’s original history, its established palette from 150 years ago, or a detailed personality brief, those choices become far more defensible and impactful for the client.
The Power of Deep Narrative
To make people care about a brand, Cristoforis asserts that effective storytelling is paramount. She provided the example of Sister Mary’s rebrand of Genesee, NY State’s oldest brewery. The challenge was transforming a locally beloved but regionally unknown entity into a broader narrative. The strategy involved going deep into the company's incredible archives to recover lost people, products, assets, and stories. By re-imagining these local roots and legacy for a modern audience, Sister Mary successfully connected the brand’s 150-year history with contemporary drinkers everywhere.
Navigating Complexity in Creative Work
While many professionals are advised to "just keep it simple,